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Lowe’s Home Improvement

Issue 40 | September 2016

Background

US home improvement chain Lowe's, affectionately known as the Big Box, is an experienced player in the content game, producing short videos to help homeowners improve their properties. 

For the last few years it has been a big user of up-and-coming social media platforms (see previous entry, ‘Flipside’), targeting Millennials via Vine and Instagram. The trick is to find the right platform or channel in the right way for the right audience, complicated by the profusion of new vehicles and the way they develop additional features and applications.

This time it has used Snapchat, aiming to explain simple ways for householders to refresh their homes.

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