Case Study

Lowe's builds brand loyalty and brings Vine campaign to life

Key results

The opportunity

To drive awareness around the arrival of the first Lowe's () home improvement stores in Manhattan, creative agency looked to turn heads in the way New York knows best — the iconic Christmas window. But what dressed those windows needed to be as true to the Lowe's brand as it was to the fast-moving city.

The strategy

found a spark of inspiration from the hit 2013 Twitter campaign which featured a series of six-second Vine videos sharing useful tips with consumers to improve their lives and their homes. Partnering with , the firm behind the Christmas windows at Macy’s and Saks Fifth Avenue, the team set out to create a window display that reimagined a digital experience for the analog world. A team of builders, engineers, and specialists created several animated dioramas where metal figures sprang to life, re-enacting those six-second Vine life hacks designed to help passersby make the most of small Manhattan spaces. Those walking past set the dioramas in motion by pushing a button outside the store window, and Periscope shared the experience with consumers outside of New York.

Steps to success

The original Vines amassed more than 43 million loops since their launch in 2013. The winning formula combined equal parts practical advice and household magic.

Bringing the life-hack spirit to its soon-to-open Manhattan stores, and set up window displays that reverse engineered the Vine campaign for the real world.

A metal figure demonstrates how to hang a bike from the ceiling to save space in a live six-second loop reminiscent of the Vines that captivated Twitter three years earlier.

Take a look at what it took behind the scenes to make live Vines come to life.

The success

Over the course of the three weeks that the live Vines looped in the NYC windows, almost 30,000 people physically hit the “like” buttons. Thousands of people shared and uploaded the experience to social media, generating 13.7 million impressions on Twitter.

The team

 partnered with , a firm that designs Christmas windows for retailers like Macy’s and Saks Fifth Avenue, to create live Vines for the windows of the new  in Chelsea. It turns out the team behind a live Vine needs to be much larger than the one creating a Vine video. Every aspect of a live Vine required different specialists, including miniature set builders, character designers, 3D modelers, software engineers to program separate computers that powered the motors behind different movements, and even a tailor who made clothes for the figures acting out the live Vines.

Editor’s note: The Vine Archive serves as a time capsule of all content posted to vine.co from 2013 to 2017 and the Vine Camera now allows anyone to create short looping videos and post them to Twitter.

The core to the creative on Vine is the simplicity. Vine forces brands to get very pointed about the message they are getting across in six seconds. So the tips that we decided to bring to life had to be relevant for Manhattan residents living in small spaces. Our creative team really spent a lot of time figuring out how to bring these to life.

Molly Adler, Senior Creative Director, @BBDONY

Solutions used

Creative canvas

Brands on Twitter are connecting with users in unique and creative ways every day. And so can you.

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Expanding reach

Tweets are everywhere. And this enormous, international real-time reach is within your brand’s grasp.

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