Converticals
Lowe's
Issue 46 | March 2018
Agency
BBDO New York
Creative Team
Chief Creative Officer BBDO Worldwide David Lubars Chief Creative Officer BBDO New York Greg Hahn Executive Creative Director Tim Bayne Senior Creative Directors Mike Sweeney, Molly Adler Associate Creative Director Art Director Marcus Johnston Associate Creative Director Copywriter Jim Connolly
Production Team
Director of Integrated Production David Rolfe Executive Producer Kristin Tomborello Producer Ali Gladstone Production Companies BBDO Studios, Visual Country Director Michael Popp Director of Photography Chelsea Lee Producer Amber Lee
Other Credits
Planning & Account Team Nicole Landesman, Brenna Tharnstrom, Bob Estrada, Tyler Harris, Marlee Caine Director of Platform Innovation Alex Marsh
Date
September 2017
Background
Many Millennials thought D.I.Y was complicated. As America's 2nd largest home improvement store, Lowe's wanted to make D.I.Y look effortless.
Idea
The solution was to use Instagram Stories in an entirely new way, utilizing 60+ micro clips in each story. Clips were so short, they automatically skipped forward to transform a room without you lifting a finger. And if you missed a step, the 'tap back' feature was transformed into a video rewind feature – a first on Instagram Stories.
Three different inspiring stories, called "Converticals", showed people how to transform small spaces in their homes. They could also purchase everything they needed to complete the project, simply by swiping up to the Lowe's store.
Results
Converticals generated an average play time of 26.4s per unique viewer, exceeding the Delmondo benchmark for Instagram Stories by 2500%. Converticals proved you could transform any space, even the vertical dimensions of an Instagram Story.
Our Thoughts
I continue to be impressed by the partnership between Lowe's and BBDO. It's not that they are occasionally innovative, but that they are continuously innovative. Finding new ways and new places to communicate has become as important in itself as any of their communications. They have found new ways to use 360° video (see Directory 41), new ways to use Snapchat (Directory 40), even new ways to do window displays (see Directory 38). Now they've found a new way to exploit Instagram. Slowly but surely, Lowe's are making DIY as hip and as interesting as they are as a company.