While many brands continue to use Facebook and Twitter to try and broaden their social media presence, Lowes demonstrates the power of Vine with its new #LowesFixInSix campaign.
The #LowesFixInSix campaign consists of six-second home improvement tips shared via the social video platform Vine. Unlike other brand-produced Vines, the videos are meant to be useful and provide consumers with real tips that they can apply to everyday situations. What is particularly clever about the campaign is the use of stop-motion animation, which sets the videos apart from other branded content. The campaign was created by the ad agency BBDO and there are 12 short videos in total.
Although the home improvement Vines do not explicitly advertise Lowes' products, the clever videos emphasize the retailer's identity as a one-stop-shop for home products.