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CREATIVE DIRECTOR
The$StolenJackets$crea1ve$force$to$be$
reckoned$with,$he$makes$pre;y$things$
happen$on$screen$and$paper.$He$took$
care$of$all$the$visuals$and$graphic$elements$for$our$proposal,$kept$our$
crea1ve$concepts$on$track,$and$
covered$the$team$in$paint.$
Most%Recent%DIY%Project:%Taking$down$
the$wallpaper$from$his$bathroom,$but$
sadly$he$only$made$it$half$way$through.$
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Strategic$Planner$
RESEARCH DIRECTOR
Wise in the ways of surveys and researchbriefing, she knows all there is to know aboutMillennials. Her ever present think-tank-topmight as well be our mascot, but outside ofgroup meetings we hear she has good fashionsense.
Most Recent DIY Project:
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Master$of$Strategy,$Trey$is$the$
StolenJackets$spirit$guide$and$
2000s$Hip$Hop$enthusiast.$Keeps$
us$on$track,$but$always$has$a$new$
YouTube$video$to$help$distract$us.$%
Favorite%HI%Memory:%%
Doing$projects$with$his$dad$and$
brother$and$geIng$to$use$the$
power$tools$and$the$saw%
STRATEGIC PLANNING DIRECTOR
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Tactical warrior, media planner, andoccasional rocker of high-waisted jeanshorts; Claire kept track of those little detailsthroughout the planning of our proposal.When shes not busy quoting 50 cent, you
might find her wolfing down acheeseburgeror 5.
TACTICANDMEDIA PLANNER
Favorite Tool: The Chainsaw. Yes,someone once let this girl use a chainsaw.
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Create a campaign targeting
Millennials for Lowes for the Spring2014 season on a $50 million budget.
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Narrative Interviews
Focus GroupsOnline Survey
Social Media Analysis
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Julia is a 29 year old professional.She and her fianc just bought their firsthome. She really wants to change thingsup a bit and take on some aesthetic andmaintenance projects. She wants to makeher home represent the person that she is.The only problem is, she is reallyoverwhelmed by the process.
She has been using Pinterest andwatching HGTV to get some ideas forwhat she wants to do. Her fianc is willingto help out and work on the homeimprovement project, but he is waiting forJulia to make the decisions such aschoose the color to paint the wall, select
the tiles, and decided on the way theirbedroom should look. She is very valueconscious, willing to pay more if its worthit.
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25-year-old Chris rents acity apartment with twofriends in a city. Theyrealways inviting their friendsover to hang out, and Chrisloves to impress people with
a really cool and comfortableplace.He is a carful shopper,
always researching on hisiPad before he makes anypurchases. He enjoys
accomplishing a challenge.He is time and costconscious, not wanting towaste a second or a cent hedoesnt need to.
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Engage customers in every aspect of the HomeImprovement process
Energize Lowes brand personality to embody the idealsof the Creator and Millennials
Emphasize how Lowes can remove the anxiety fromhome improvement process
Encourage Millennials to go beyond their perceivedcapabilities with home improvement projects
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The Lowes GuyRecurring Millennial-aged motivational voice at the heart ofthe campaign, he embodies the attributes of Lowes new
Brand Personality and serves as Lowes ambassador toMillennials
Energetic, Humorous,Friendly, Personable,
Relatable, Knowledgeable,Trustworthy, Helpful
Inspires you to be a betteryou.
$
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Pan across dull apartment, woman with back to camera looks out window.
If you can hear me now, listen carefully.
Angled shot of woman looking out window, somber, downtrodden. Slow,dramatic zoom as her boyfriend joins her.
For too long weve sat unmoving in dull apartments and mundane houses.
Close-up shots of unknown man equipping himself with HI products. Putting ahammer in his tool belt, pulling on gloves, etc.
Weve let ourselves believe were powerless to change, trapped with no optionbut to live unsatisfactory lives.
Garage door pulls open, revealing the Lowes Guy decked out in HI gear, readyfor battle.
But now, at this moment, we can stand together!
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Woman and Boyfriend turn from window, a look of determination on their faces as
they survey their apartment and begin to attack their home
Its time to rise up! Time to change!
Woman tears down wallpaper over-dramatically excited and aggressive, Lowes
Guy in the background speaking to cameraTime to update that ugly 1970s wallpaper youve hated since the day you moved in.
Boyfriend building barstools, Lowes Guy standing over him speaking to camera
Time to build those barstools you repinned to your inspiration board 5 months ago!
Couple tearing up the carpet and cheering, Lowes Guy between them pulling with
one arm while giving speech to camera
Time to rip up that dusty carpet and replace it with that medium-stain solid oakflooring you always dreamed of!
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Lowes guy walks through the disheveled, work-in-progress apartment, couple works in
background
Never again will you forget to change your air filters every three months because you arewarriors!
Girlfriend vigorously painting wall. Cut to pulling drop cloths off furniture. Cut to moving in
new furniture.
Viking warriors of paint and sawdust fighting a battle for stunning living room colorschemes and matching dining room sets!
Couple confidently looking over their finished and awesome new apartment, satisfied and
happy.
Because when your home is better, your life is better! Never forget that, never give up,
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Screen goes black. Tagline appears as words are said. Lowes logo appears.
And Never Stop Improving!
Lowes Guy walks in, shines logo with his sleeve then leans on it smirking,
satisfied with what just happened.
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Simple
Intuitive
Comprehensive
Search Oriented
No Sales Influence
Features: Multimedia Instructions Ideas & Inspiration Social Community
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Creates an easy,intuitive andcomprehensiveplanning experience
Integrates planningwith instruction andsupplies
Incorporates HomeProfile
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Process$ 2$months$to$start,$document,$complete$
and$submit$a$project$
All$entries$judged$on$specific$criteria$to$choose$25$finalists$
Finalists$featured$on$microsite$and$voted$on$by$general$public$
Finalists$judged$to$determine$winners$
Purpose$Drive$awareness$and$use$of$new$MyLowes$Project$Planner$
Mo1vate$Millennials$into$the$Home$mprovement$market$$
Entry$Qualifica1ons:$ Fall$under$one$of$two$categories:$
Aesthe1c$or$Remodel$
Document$Process$in$text,$video,$and$photo$ Use$MyLowes$Project$Planner$
Use$Lowes$Products$ No$Professional$Help$(Must$be$DY)$$
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Phasing$$ $Submission$Period:$ $ $March$5$$May$5$
$ $Selec1on$Period:$ $ $ $May$6$$$June$$
$ $Finalists$Announced:$ $ $June$$
$ $Public$Vo1ng:$$ $ $ $June$$$June$5$
$ $Grand$Prize$Judging:$ $ $June$6$$June$30$
$ $Winner$Announced:$ $ $July$$
$
Prizes$$$Grand$Prize:$$ $ $ $Rent$or$Mortgage$paid$for$a$Year$
$5$first$Place$Prizes:$ $ $500$Lowes$Gi$Cards$
$0$second$Place$Prizes:$ $00$Lowes$Gi$Card$
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TV Commercials:
Paid Digital Advertisements:
Audio, Video,and Player Skin Audio Paid Search andAdWords Video and Banner
Social Media:
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February$ March$ April$ May$
TV$Ad$launch$on$Superbowl$
TV$Ads$con1nued$$
Pandora$Ads$
Google$Adwords$
Google$Sponsored$Search$
Print$Ads$Drop$
Digital$Promo1ng$Contest$&$PP$DYGuide$Launch$
Project$Planner$Launch$
Contest$Opens$
YouTube$Ads$$
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MyPlace goes beyond the hard side of homeimprovement to show a new face of Lowes inhome decor by defining Millennial style. Millennials
are challenged to define their style and apply it towhere they live, using all the services and productsLowes offers to make it happen.
Through this campaign Lowes becomes the
curator of Millennial style, providing a variety ofdifferent styles they can use to form their individualstyle.
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Both$the$Project$Planner$and$Ul1mate$DY$Guide$reappear$in$the$MyPlace$campaign.$
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Millennial designers design different rooms using products from Lowes andATG Stores
5 Room Categories: Kitchen, Bedroom, Living Room, Deck/Patio/Outdoor,Bathroom
Designs pinned to a Pinterest board created by Lowes Designers promote their design to gain social media attention Winners determined by combination of social media popularity, quality, and
uniqueness
Winners will have their rooms staged at SXSW (5 rooms)
Purpose$Make$Lowes$the$defini1ve$owner$of$Millennial$Style.$$
Provides$content$that$can$be$incorporated$throughout$the$en1re$campaign.$
Heavily$involves$Lowes$in$the$inspira1on$phase$
$$
Process$
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A dynamic Lowes experience at the hub
of creative innovation
iPhone demo station showcasing TheUltimate DIY Guide Mobile Application
iPad demo station showcasing the MyLowesProject Planner
Showcase of 5 winning rooms from theMillennial Style Contest Launch MyPlace Advertising Campaign
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MyPlace$to$Hang$out$with$friends$(Living$Room)$(Text$&$Voiceover)$
$SFX:$Music$
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MyPlace$to$Relax$(Bedroom)$(Text$&$Voiceover)$
$SFX:$Music$
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MyPlace$to$Escape$(Bathtub)$(Text$&$Voiceover)$
$SFX:$Music$
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MyPlace$to$Enjoy$the$weather$(Deck/Porch)$(Text$&$Voiceover)$
$SFX:$Music$$
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Pitch Home Improvement blogs The Inspired Room In My Own StyleYoung House Love Restyled Home
Send press releases to magazines Create and Decorate Better Homes and Garden House Beautiful Elle Decor
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Follow-up TV spots expanding on the MyPlace ideals, showing
how Millennials can take ownership of their
living space and make their lives better Digital/Internet ads banners, Pandora, Spotify, Facebook, GoogleAdwords
Print ads DIY/Design Magazines
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Goal 1: Position Lowes as a trusted resource of homeimprovement for Millennials
Objectives: Average 1,000 hits per day on the Ultimate DIY Guide website
by May 2013 Track through Google Analytics
Reach 30,000 downloads of the Ultimate DIY Guide mobileapplication by May 2013
Increase the number of MyLowes accounts 30% by the end ofMay 2013
Increase positive perceptions of Lowes by 20% from originalsurvey Pre and Post Campaign Survey
Add 30,000 users to MyLowes Project Planner 50% of all MyLowes Project Tracker users to be connected
through Facebook
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Goal 2: Distinguish Lowes from other home improvement retailersas the best overall experience for the target audience
Objectives:
20% more associate Lowes with home improvement by May2013
Pre, Intra, and Post campaign surveys 20% more participants mention Lowes in an open ended when they
think of home improvement by May 2013
Increase consumers positive sentiment towards Lowes on socialmedia by 35% by May 2013
Pre and Post-campaign social media sentiment analyses (SocialMention)
Pre and Post-campaign survey
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Goal 3: Develop a strong relationship between Lowes andMillennials.
Objectives: 5,000 interactions on Facebook with Lowes per month by May 2013
social media monitoring tools Reach 120,000 of followers on Twitter by May 2013
measure number of followers Reach 3 million likes on Facebook page by May 2013
Measure Facebook page Reach 4.3 million followers on Pinterest by May 2013
Measure Pinterest page Reach 50,000 of shares from project builder Analyze number of project photos uploaded to Facebook Increase sales by 10% from beginning to end of campaign
measure sales before, during, and after campaign
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