Lowes - Working a little DIY Vine action
Lowes is an American home hardware - Do-It-Yourself (DIY) chain store who understand how to use Vine's 6 second video recording limitation to their advantage.
Utility: It's nice to see brands actually creating content that provides some sort of helpful value to their followers. Lowe's #FixInSix series of Vine videos are all designed to help everyday people solve small DIY tasks like the one above.
Playfulness: Lowes are also good at creating a broader brand personality by inserting a little humour into their "helpful" Vines with some calendar themed Vines i.e. thanksgiving and Christmas. These Vines help ensure that Lowes remains relevant and a part of the conversation and everyday events of their fans.
Native platform usage: Several brands have "hacked" Vine and uploaded pre-produced videos, Lowes to their credit are using the native functions of the Vine app and shooting everything tap-by-tap, so any mistakes they make, it's back to square one.
These little 6 second videos go a long way in building a brand that offers fan and followers of Lowes a great value proposition - "Clever improvements that make life at home a little easier." You can't argue with that. Well played.













