Lowe's six-second DIY Vine videos, aptly named "Fix in Six" (#lowesfixinsix), have been a hit since shortly after the Twitter-owned Vine video platform launched in January 2013. (Several social media experts cited the campaign as a favorite.) Thanks to the continuing series, Lowe's has 33,000 Vine followers and more than 44 million "loops," or views.
"Lowes does a great job capturing the spirit of Vine in its videos," says Jenn Deering Davis, cofounder and editor in chief, Union Metrics. "They're cute, concise and just the right amount of fun."
"While Vine appeals to a younger demographic, Lowe's was able to position its brand to lure a younger audience they may not have reached before," thanks to its innovative videos, according to Main Path Marketing's Ninivaggi.