Lowe’s, the renowned home improvement retailer, has been making waves in the industry with its renewed partnership with the NFL. This strategic alliance not only positions Lowe’s as the official home improvement partner of the NFL but also as an official community improvement partner. The brand aims to leverage this partnership to inspire and empower DIYers across the nation. Lowe’s recently unveiled its latest campaign, which showcases the synergy between the NFL and the world of home improvement.
The Power of Partnership: Lowe’s x NFL
Lowe’s recognized the immense value of partnering with the NFL due to the league’s wide audience reach, which aligns perfectly with Lowe’s target market of DIYers and professionals. This partnership allows Lowe’s to tap into the live audience and engage with them directly, creating a unique opportunity to promote their products and services. In addition, both Lowe’s and the NFL share a common goal of rebuilding communities, making this collaboration even more meaningful.
Introducing Lowe’s Home Team
As part of its renewed partnership with the NFL, Lowe’s introduced the Home Team initiative in 2020. This community-focused effort aims to unite NFL fans and DIYers by featuring NFL players who are also homeowners. The latest Lowe’s campaign showcases three NFL players – Christian McCaffrey, Travis Kelce, and Dak Prescott – as they embark on their own home improvement projects with the help of Lowe’s employees.
The Home Team Advantage
The concept behind the Home Team is to make NFL players relatable to DIYers, particularly millennial homeowners. Despite their professional athletic careers, these players face the same challenges as homeowners, whether it’s using a drill for the first time or taking on a paint project. By featuring NFL players in the campaign, Lowe’s aims to instill confidence in DIYers, emphasizing that even professionals seek guidance and assistance when it comes to home improvement.
Lowe’s Knows: The Foundation of the Campaign
At the core of Lowe’s latest campaign is the concept of “Lowe’s Knows.” This campaign emphasizes Lowe’s expertise and the support they provide to homeowners. By positioning their employees as a team of experts and partners, Lowe’s aims to build trust with DIYers and assure them that they have someone in their corner. This approach not only highlights Lowe’s products and services but also emphasizes the value of having knowledgeable associates to guide customers through their home improvement projects.
Introducing the DIY Wrist Coach
As part of the campaign, Lowe’s has introduced a limited-edition DIY Wrist Coach accessory. This innovative accessory replaces the traditional playbook found on a quarterback’s wrist with home improvement ideas and project suggestions. The DIY Wrist Coach serves as a clever way to bring Lowe’s products and project recommendations to life. DIYers in select markets can pick up this accessory in stores or online, further enhancing their home improvement experience.
Maximizing the Partnership: The Power of NFL Players
Lowe’s carefully selected NFL players for its Home Team roster based on their alignment with Lowe’s values and their relatability to DIYers. These players not only demonstrate a passion for supporting their communities but also possess a human quality that resonates with homeowners. For example, Christian McCaffrey’s profound connection to the military aligns with Lowe’s commitment to supporting the armed forces. Each player brings a unique “it factor” to the partnership, further enhancing the campaign’s impact.
Unlocking the Potential: Lowe’s Retail Media Network
Lowe’s has made significant strides in its retail media efforts by in-housing operations and sales for its retail media network. This move has allowed Lowe’s to provide its advertisers with access to first-party data, enabling them to target their audience more effectively. The retail media network has exceeded expectations, with high engagement from vendors of all sizes. Additionally, Lowe’s is exploring new channel opportunities, such as in-store audio advertising, to further enhance its retail media offerings.
The Marketing Reorganization: A Game-Changing Move
Lowe’s marketing reorganization, which integrated marketing within the merchandising department, has proven to be a significant opportunity for the brand. This alignment has resulted in a more cohesive approach to driving the business forward, with marketing priorities closely tied to merchandising strategies. The focus remains on delivering value beyond price, emphasizing the expertise and support Lowe’s provides to customers. The latest campaign exemplifies this approach, showcasing Lowe’s red vest associates as the cornerstone of the brand’s value proposition.
Looking Ahead: Lowe’s Future in the DIY Industry
As Lowe’s continues to innovate and leverage its partnership with the NFL, the brand is poised to revolutionize the DIY industry. By combining the power of the NFL’s reach and Lowe’s expertise, DIYers can expect a more accessible and inspiring home improvement experience. Lowe’s commitment to rebuilding communities aligns perfectly with the needs and aspirations of DIYers across the nation.
In conclusion, Lowe’s partnership with the NFL has opened up exciting possibilities for the brand to connect with DIYers and professionals alike. Through its Home Team initiative and the “Lowe’s Knows” campaign, Lowe’s is empowering homeowners to take on their own home improvement projects with confidence. As the home improvement industry continues to evolve, Lowe’s remains at the forefront, providing customers with the tools, expertise, and support they need to bring their visions to life.
See first source: Marketing Dive
FAQ
1. What is the nature of Lowe’s partnership with the NFL, and what does it aim to achieve?
Lowe’s has formed a strategic alliance with the NFL, positioning itself as the official home improvement partner and official community improvement partner of the NFL. This partnership aims to leverage the NFL’s extensive audience reach to engage directly with DIYers and professionals, promoting Lowe’s products and services while also contributing to community improvement efforts.
2. What is the Home Team initiative introduced by Lowe’s in partnership with the NFL?
The Home Team initiative is a community-focused effort by Lowe’s, introduced as part of its partnership with the NFL. It features NFL players who are also homeowners, showcasing their own home improvement projects with the assistance of Lowe’s employees. This initiative aims to make NFL players relatable to DIYers and homeowners, inspiring confidence in tackling home improvement projects.
3. What is the core concept behind Lowe’s latest campaign, “Lowe’s Knows”?
At the heart of Lowe’s latest campaign is the concept of “Lowe’s Knows.” This campaign emphasizes Lowe’s expertise and its role as a trusted partner for homeowners. It positions Lowe’s employees as knowledgeable experts who provide valuable support throughout customers’ home improvement projects, highlighting the value of having Lowe’s on their side.
4. What is the DIY Wrist Coach, and how does it tie into the campaign?
The DIY Wrist Coach is a limited-edition accessory introduced by Lowe’s as part of the campaign. It replaces the traditional playbook found on a quarterback’s wrist with home improvement ideas and project suggestions. This innovative accessory brings Lowe’s products and project recommendations to life, enhancing the home improvement experience for DIYers in select markets.
5. How did Lowe’s select NFL players for its Home Team roster, and what qualities do these players bring to the partnership?
Lowe’s carefully chose NFL players for its Home Team roster based on their alignment with Lowe’s values and their relatability to DIYers. These players demonstrate a passion for supporting communities and possess qualities that resonate with homeowners. For example, Christian McCaffrey’s connection to the military aligns with Lowe’s commitment to supporting the armed forces.
6. What strides has Lowe’s made in its retail media efforts, and how has this benefited the brand?
Lowe’s has taken significant steps to in-house operations and sales for its retail media network. This move allows Lowe’s to provide advertisers with access to first-party data for more effective audience targeting. The retail media network has exceeded expectations, with high engagement from vendors. Lowe’s is also exploring new channel opportunities, such as in-store audio advertising, to enhance its retail media offerings.
7. How has Lowe’s marketing reorganization impacted the brand’s approach to driving the business forward?
Lowe’s marketing reorganization, integrating marketing within the merchandising department, has proven to be a significant opportunity for the brand. This alignment has resulted in a more cohesive approach to driving the business forward, with marketing priorities closely tied to merchandising strategies. The focus remains on delivering value beyond price, emphasizing the expertise and support Lowe’s provides to customers.
8. What can DIYers and professionals expect from Lowe’s as it leverages its partnership with the NFL in the future?
As Lowe’s continues to innovate and harness the power of its NFL partnership, DIYers and professionals can anticipate a more accessible and inspiring home improvement experience. Lowe’s commitment to community improvement aligns perfectly with the needs and aspirations of homeowners across the nation, offering them the tools, expertise, and support to bring their home improvement visions to life.
Featured Image Credit: Brooke Winters; Unsplash – Thank you!
