Lowe’s Celebrates Father’s Day with Influential Dads
Lowe’s has enlisted four DIY-focused influencers to share ideas for Father’s Day.
A “Great Gifts for Dad” campaign web page within lowes.com links to e-commerce pages curated by Rob Kenney of the YouTube channel “Dad, how do I?,” Taylor Calmus of the Facebook and YouTube channel “Dude Dad,” “Philip or Flop” Instagrammer Philp, and “Beginning in the Middle” blogger Bryan Williamson. The pages contain bios for each of the “DIY Dads” and spotlight products from brands including Pit Boss, W. C. Bradley Co.’s Char-Broil, Stanley Black & Decker’s DeWalt and private label Kobalt.
A home page leaderboard ad and multiple email blasts link to the web page. Lowe’s also posted an update on Facebook, Twitter and Instagram with a video showing the retailer delivering a truck load of tools to Kenney, whose channel is devoted to providing advice to viewers who don’t have fathers to give them guidance. The updates encouraged consumers to share what their dads have made using the hashtag #DadBuiltThis.
The Great Gifts for Dad tagline also appears in features throughout the retailer’s June 11 circular offering deals on brands including Spyder Products, Clorox Co.’s Kingsford and Google Nest. TV and radio spots support the campaign.