Lowe’s teamed up with interior designer Bobby Berk of Netflix’s Queer Eye to put together backyard weddings for five couples whose celebrations were postponed due to the COVID-19 pandemic.
July 1 and 3 posts on the retailer’s “Ideas & Inspirations” blog introduced five couples from around the U.S. and showed how Berk transformed their backyards into wedding venues. A video posted to the retailer’s YouTube channel on June 29 also shared the stories. (See below.)
Lowe's also worked with Berk to create a series of collections for backyard celebrations embodying “Bohemian,” “Coastal Chic” and “Farmhouse” styles. The collections comprise 56-76 SKUs priced between $3.15 and $846.08 from brands including Safavieh, NBG Home’s Cheyenne Products and private label allen + roth. The collections are grouped together on a “DIY Small Backyard Family Celebrations” web page within lowes.com that also hosts the blog posts. Multiple emails have linked to the page.
The campaign received heavy social media support with Facebook, Twitter and Instagram updates using the hashtag #HomeUnitesUs. Berk and Lowe’s also share a series of DIY Backyard Wedding Pinterest boards – one for each style.
In related activity, Lowe’s sponsored the “iHeart Country 4th of July BBQ,” a television event broadcast on The CW Network on July 3. Lowe’s transformed host Bobby Bones’ backyard into a performance space in an effort similar to the retailer’s collaboration with ABC’s American Idol. A July 3 email linked to an e-commerce page for 26 products used for the set from brands including W.C. Bradley’s Char-Broil, Treasure Garden’s Simply Shade and private label Style Selections.