These days, the means of reaching consumers are expanding at a rapid pace, and Lowe’s is taking a new route via what it calls the first home improvement creator network.
Designed to engage younger do-it-yourselfers and home project enthusiasts, the Lowe’s Creator Network will launch featuring a popular online personality, but he won’t be alone.
MrBeast, a content creator and online show host with multiple areas of focus, will have a curated storefront on Lowes.com as part of an exclusive partnership. The storefront will feature his building the next iteration of BeastCity, the set for the second season of “Beast Games,” a show where contestants take on physical, mental and social challenges. Consumers can shop MrBeast’s favorite materials, tools and other project materials on the storefront as Lowe’s employees lend a hand with the build.
Even if MrBeast is the initial focal point of its network’s launch, Lowe’s maintained that, already, it enrolled more than 17,000 creators during a beta launch period. Lowe’s pointed out that it developed the creator to deepen its connection with Millennial and Gen Z audiences who turn to creators for inspiration, authenticity and advice.
The Lowe’s Creator Network, the company noted, features a multi-tiered system established to support creators as they develop content, whether they are beginners or more experienced. Through competitive commissions and customizable storefronts linked directly to Lowes.com, creators can start earning from their content quickly. Members also gain access to product samples, training resources and opportunities to help grow their businesses and connect with audiences. As they advance within the network, creators unlock greater value, including project funding, long-term sponsorships and exclusive access to events such as the annual Lowe’s Creator Summit.
“Driving preference and engagement with the Lowe’s brand by tapping into creators with varying levels of followers is a key priority for Lowe’s as we look to gain relevance with younger generations while increasing digital engagement,” said Jen Wilson, Lowe’s chief marketing officer, in announcing the creator network. “We couldn’t be more excited to welcome MrBeast to our network along with other recognizable names like DadSocial and Chris Loves Julia. These are exciting names in the world of influencers, and now they’ll be DIYing with Lowe’s across their social channels.”
