Lowe’s came to Twitter to make a statement during the NFL season. We identified that NFL fans that followed Lowe’s watched and shared fewer highlight videos than the typical NFL fan, but followed more news and analysis.
I ran a workshop with their creative agency where we landed on an idea at the intersection of Lowe’s, the NFL, and Twitter. We flipped an existing Twitter behavior on its head, and instead of shaming people for their wrong sports predictions, we simply… improved them. If Lowe’s helps you improve your home, why shouldn’t it use those same products to help you improve a Tweet?
The campaign’s flexibility allowed Lowe’s to connect to the NFL conversation throughout the season - including the playoffs and Super Bowl halftime show:
The creative received rave reviews from people on Twitter and the highest praise from sports business reporter Darren Rovell:
It all started from an insight and a brainstorm:
Notes from our original brainstorm.