Lowe’s helps people love where they live with guidance at every stage of the home improvement process. Whether someone wants a simple paint change or a large scale refresh, Lowe’s can provide style suggestions and project solutions all the way from inspiration to project completion.
Lowe’s regularly creates campaigns to boost awareness of its style expertise and is a brand leader in social video. The team sought out an ad format that would simultaneously inspire their audience, inform them about options and motivate them to act. Past campaigns had proven Pinterest’s value as a marketing tool thanks to its audience reach, level of engagement and unique visual layout. When Lowe’s heard about Pinterest’s new Promoted Video format, they jumped on the chance to be an early adopter.
“Pinterest video provides us an opportunity to further engage with Pinners seeking home improvement project inspiration and confidence. We’re thrilled with results: videos were viewed in their entirety and our customers saved the Pins for future reference as they plan to improve their homes”
Promoted Video presented an exciting opportunity to take consumers from style discovery to project action. On Pinterest, video is about more than view counts. Every Promoted Video also includes an in-feed preview that plays in-feed, plus a cluster of static Pins beneath the video to drive clicks. This unique format can boost awareness and action at the same time, so it was a natural fit for their objectives.
For its first foray into Promoted Video, Lowe’s repurposed assets from its popular Hypermade video series. They worked with Pinterest’s insights team to look at top home decor keywords, top terms and other interests shared among home improvement Pinners. This informed targeting and promotion of videos featured in the campaign.
Lowe’s tested two different approaches for the static Pins beneath each video. Some Pinners saw product Pins, while others saw Pins with project how-tos. In addition to the videos, Lowe’s ran regular Promoted Pins with interior design styles. Using multiple Pin formats allowed for a consistent, rounded style story, furthering campaign reach and providing a convenient comparison for measurement.
The campaign directly influenced people’s perceptions of Lowe’s as a retailer with stylish home products. Results showed that exposure to video ads led to a 2x higher uptick in awareness compared to standard Promoted Pins that ran at the same time. Lowe’s also proved that video is a strong fit for its audience, since their video ads produced higher ad memorability than non-video ads run at the same time.
Video Pin Performance was strong: completion rates were double the Pinterest benchmark for videos longer than 25 seconds. This made Lowe’s the strongest performing home decor video partner on Pinterest to date.
The video campaign further validated Pinterest as a powerful tool for Lowe’s. The retailer plans to keep working closely with Pinterest to identify opportunities to connect with their audience through engaging, inspiring formats and content.
“Video Pins enable our customers to discover new DIY ideas in an entertaining format,” said Savannah Samuelson, Social Media Manager at Lowe’s. “Beyond the video, Pinners are also given step-by-step guidance and insight into products used in home improvement projects.”