BBDO NY Spring Cleans with Vine
Spring is THE key selling season for Lowe’s. And this year, the brand has ratcheted up its social media activities to maximize its spring marketing efforts.
Among this year’s social media firsts are geographically tailored promotional advertising, personalized video responses via twitter @Lowes, a custom facebook application called "Now's The Time", and the brand’s first use of Vine.
Lowe’s Vine campaign (called "Lowe's Fix in Six") focuses on smaller everyday improvements by offering simple tips that can make a huge difference deemed "Shareable Solutions.”
What’s more, to direct the Vine films, BBDO New York helped recruit Meagan Cignoli, a photographer and already-established popular Vine user. Her work has drawn media attention and she was a finalist with two shortlisted entries in the inaugural #6secfilms Vine contest at last week’s Tribeca Film Festival.
The video campaign consists of 12 Vines, each explaining different simple improvement tips. The Vines launched last week and will continue to debut on Lowe’s Vine, Twitter and Facebook pages through the first week of May.
You can check the Vines out here:
Shoe Organizer and Cleaning Products
Lowe’s Vine Films Creative Credits
Agency: BBDO New York
Client: Lowe's
Chief Creative Officer: David Lubars
Executive Creative Director: Wil Boudreau
Creative Director: Dominick Baccollo
ACD/ Art Director: Danny Adrain
Copywriter: Roberto Danino
Director: Meagan Cignoli
Executive Producer: Kevin Wilson
Producer: Theresa Reyes
Interactive Producer: Daniel Murphy
Assistant Producer: Michael Gentile
Account Director: Bob Estrada
Account Supervisor: Marisa Graven
Account Executive: Nicole Landesman
Digital Strategist: Zach Pentel
