Success story

Lowe’s

Inspiring home improvement on Pinterest

Industry
Retail
Pins about
Home Improvement, DIY, Design
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Pinterest is a really great tool for us to get great insight and some affirmation around the content we’re putting out. It also helps validate some things for us, too, like a particular color or decor style that might be trending.

Brad Walters Brad Walters Director of Social Media & Emerging Platforms

Helping customers do it themselves

A big part of Lowe’s marketing strategy is helping people feel like they can take on home improvement projects on their own. To share project possibilities, they added a Creative Ideas section to their site. Because Lowe’s has the Save button installed on their site, people who browse Creative Ideas can pin projects they want to take on later. Once these projects are on Pinterest, other people can discover and pin them, too!

Lowe’s also created a few Pinterest boards dedicated to smaller home design and decor projects. Their most saved pin—a create-your-own colorful doormat project—has gotten more than 200,000 saves so far, and has helped Lowe’s understand that their strategy of helping people DIY is a sound one.

The doormat project might’ve cost $35, but the emotional investment to the customer exceeded that. You’re empowering yourself because you accomplished that project.

These days, pins from Lowe’s regularly get tens of thousands of saves from their boards.

The doormat project might’ve cost $35, but the emotional investment to the customer exceeded that. You’re empowering yourself because you accomplished that project.

Taking advantage of Pinterest data

The Lowe’s team also uses Pinterest data to figure out which of their pins are the most popular and what’s trending—this helps them come up with new campaign and product ideas.

“Pinterest is a really a great tool for us to get great insight and some affirmation around the content we’re putting out. It also helps validate some things for us, too, like a particular color or decor style that might be trending,” Walters said.

They also track how the Save button performs on their site and in email campaigns. Popular items get featured across the Lowe’s website, Facebook and other channels. “If there’s a product that’s getting a tremendous amount of traction on Pinterest, you can feature it in other areas and get the customer to potentially transact on that product.” Walters said.

"There are so many ways you can leverage Pinterest as a great knowledge base to alter the way that customers engage with the brand, and that’s what’s really exciting about it."

Suggestions from Lowe’s

Add the Save button to your site and email campaigns to get more of your stuff to people on Pinterest

Use analytics to help you brainstorm new campaign and product ideas

Feature popular pins across your digital channels to inspire people to buy your products

Products Lowe’s uses