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Lowe’s is partnering with Wyndham Hotels and Resorts to attract millennial vacation shoppers for this season’s return to travel.
Lowe created digital ads for Instagram and TikTok using audio and channels to drive interest in the holiday season through online and out-of-home ads. Additionally, holiday decorations from Lowe’s are available in Wyndham Hotels and Resorts hotel rooms. The financial agreement between the two brands was not shared.
“We see this project as part of our continued effort to position Lowe’s as a holiday decorating destination, especially for millennial shoppers looking for variety, value and convenience in one place,” said Jen Wilson, svp corporate brand and marketing at Lowe’s.
Social media ads are designed to reach consumers who work in those areas in media-inspired ways across popular formats and audio on video-driven social media platforms, including Instagram and TikTok. With these videos and photos, Lowe’s aims to showcase everything customers will find at Lowe’s, Wilson said.
While previous campaigns from Lowe’s have focused on bringing people together after being separated during the pandemic and encouraging them to “Celebrate the Holidays”, this campaign sets the company apart. as a great location, value and variety, it will be a one-stop shop for vacations. gifts, decorations, and prizes. “Our goal is to show customers that Lowe’s is the ultimate destination for holiday shopping and to showcase our amazing holiday decorations and gifts at Lowe’s,” said Wilson.
It’s not clear how much of Lowe’s advertising budget is being allocated to this project because Wilson declined to share details about the budget. According to Pathmatics, the brand will spend more than $99 million on advertising in 2022, which is more than the $53 million the brand spent in 2021.
In an era where everything is digital and virtual, consumers may be looking for complementary experiences and brands. The holiday season brings in OOH and outdoor advertising, as consumers begin to get back to shopping in person and on the go. Additionally, TikTok’s new video ad offerings are being used by brands as part of their marketing strategies ahead of this year’s holiday shopping season.
“These are the kinds of new ways to pay for third-party data and secret codes that we can expect from other merchants going forward, and the good news is that the first connections they get can be activated about renovating and growing functional media channels like walled gardens,” said Margo Kahnrose, CMO of omnichannel platform Skai.
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