Lowe's: In a Snap.
Lowe's tasked BBDO New York to make home improvement accessible and engaging for a younger, digitally-native audience. The goal was to demystify DIY, reduce intimidation, and increase brand relevance by demonstrating the ease of projects, ultimately driving consideration for Lowe's as a DIY partner.
Creative Idea
Transformed Snapchat taps into virtual DIY tools, making home improvement interactive and fun.
Lowe's transformed Snapchat's tap-through video feature into an interactive DIY tool, allowing users to 'hammer, drill, and chisel' through virtual home improvement projects, turning passive thumb-tapping into active engagement and demonstrating how easy DIY can be.
Creative Strategy Deconstructed
Company
Lowe's possessed the home improvement expertise and a strategic desire to demystify DIY for a younger, digitally native audience.
Category
Home improvement advertising typically showcases aspirational finished projects or complex, intimidating instructions, often failing to engage younger DIYers.
Customer
Younger audiences sought engaging, bite-sized content and felt intimidated by traditional DIY, desiring a low-commitment way to explore home improvement.
Culture
The cultural trend of short-form, interactive mobile content, particularly Snapchat's prevalent tap-through video format, offered a unique engagement opportunity.
Company
Lowe's possessed the home improvement expertise and a strategic desire to demystify DIY for a younger, digitally native audience.
Category
Home improvement advertising typically showcases aspirational finished projects or complex, intimidating instructions, often failing to engage younger DIYers.
Strategy:
Transform passive digital interaction into an accessible, gamified introduction to practical home improvement skills.
Customer
Younger audiences sought engaging, bite-sized content and felt intimidated by traditional DIY, desiring a low-commitment way to explore home improvement.
Culture
The cultural trend of short-form, interactive mobile content, particularly Snapchat's prevalent tap-through video format, offered a unique engagement opportunity.
Strategy:
Transform passive digital interaction into an accessible, gamified introduction to practical home improvement skills.
Results
The Lowe's "In-A-Snap" campaign on Snapchat achieved significant results: it reached 2.5 million unique users and generated 138 million impressions. A remarkable 1.5 million unique users completed a DIY project within the app. The campaign also led to a 73% increase in users considering Lowe's for their next DIY project, a 20% increase in brand favorability, a 14% increase in purchase intent, a 10% increase in brand consideration, and a 10% increase in brand awareness. The engagement was exceptionally high, with 3x higher engagement than the average Snapchat campaign, and all projects boasted a 100% completion rate.
1.5M
unique users completed a project
73%
users consider Lowe's for next DIY
3x
higher engagement than average Snapchat
Strategy Technique
Build an Utility, Not an Ad
Lowe's leveraged Snapchat's tap mechanic to create a virtual DIY tool, not just an advertisement. This allowed users to actively 'practice' home improvement, turning engagement into a practical, albeit simulated, skill-building experience.
Explore Technique
Creative Technique
Gamification
The campaign turned passive Snapchat tapping into an interactive DIY game. Users engaged by 'hammering' and 'drilling' through projects, making home improvement feel accessible and fun.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional in its brilliant digital craft, leveraging Snapchat's native tap mechanic to transform a passive interaction into an engaging, interactive DIY experience, brought to life through seamless digital craft, satisfying animation, and crucial reactive sound design.
The seamless integration of interactive sequences and visual transformations within Snapchat's platform, allowing users to virtually 'hammer, drill, and chisel' through projects, demonstrates a sophisticated and innovative approach to mobile engagement.
The visual animations that depict each DIY action, from removing tiles and cutting wood to painting walls, are crucial for making the virtual interactions feel tangible and providing clear, satisfying feedback to the user's taps.
The campaign's magic comes from the cohesive synergy of a brilliant idea with robust digital craft, compelling animation, and tactile sound design, creating a truly innovative and immersive user experience on a social platform.
