Name: Jason Leland

Social Media Marketing Audit

(aka Case Study)

Name of Company: Lowe's

Title of Campaign: Lowe's

Description of Products/Services: Home Improvement Retail Store

Briefly explain the marketing challenges or objectives that this company faced before implementing
their social media strategy.

Lowe's always has been a social media leader in its industry, and in the past, Lowe's had seen a lot of
success when using pinterest as a platform to reach customers. Lowe's focuses on creating style
suggestions, project solution, and project completion inspiration for their viewers and customers.

Who was/are the target market(s) of this campaign?

Target markets of this campaign are all homeowners who may be looking to improve their house.

What was the key message the campaign was designed to communicate?

The key message Lowe's wanted to convey was that Lowe's is a stylish retailer of home products. Also,
they wanted to show that home improvement can be an easy, non-stressful task.

Describe the campaign or social media marketing strategy the company executed.

Lowe's used Promoted Videos on Pinterest to catch viewers' attention and static pins beneath it to
attract attention viewers to their boards. Static pins included products, product-use ideas, and how-tos.

What went well? What did they do right?

Lowe's was right to use video ads, as their video ads were highly more memorable for their market than
most video ads. Their videos resulted in very strong pin performance. The videos usually used DIY
formats and were followed by ads of products with style tips. This strategy created a higher profile for
Lowe's as an important source of style advice and project help.

What went wrong? What could they have done better?

The article on the Lowe's pinterest ad campaign did not share about any flaws in the campaign, but it did
mention how the account focused solely on indoor projects and products. Perhaps, if Lowe's had
incorporated ads for outdoor products they could have had increased success.

What were the results or outcome of the campaign? If it was an unsuccessful campaign, what
takeaways were gained from this experience (for you and/or the company)?
The results of this campaign were a new high profile for Lowe's as a trustworthy style consultant and
project helper. The campaign resulted in the company becoming the most popular home dcor company
on pinterest. It also resulted in Lowe's focusing on videos as a very important tool in their industry
specifically.

Additional thoughts or comments: (Attach links to resources, campaign sites, videos, etc. Supporting
documents can be submitted as attachments in the Audit Dropbox along with this file.)

It's interesting that Lowe's was able to create an image of themselves through pinterest. I think this gives
a lot of insight onto what is popular on pinterest. For example, Lowe's was making itself a more stylish
store with helpful videos that made home improvement fun and easy. Therefore, viewers on pinterest
are looking for content that: first, helps them do something, and second, looks visually appealing and
chic.

https://digiday.com/marketing/lowes-sees-traction-two-tricky-social-platforms-pinterest-vine/
This article details how Lowe's is able to use data to help them underatand what techniques will make
them more affective on pinterest. Lowe's is able to do this because of its close work with and good
relationship with Pinterest.

http://pinnablebusiness.com/5-ways-lowes-integrates-facebook-and-pinterest/
Looking beyond this single case study, this article helps show how Lowe's success may be rooted beyond
its techiniques on pinterest because the company has integrated its posts and accounts between
pinterest and facebook. The other article noted that a similar integration with vine. Using integration
among all these different forms of social media, Lowe's has been able to attract visitor from one Lowe's
account to the next.