Lowe’s: The 6 Second Marketer

By now you’ve probably heard of Vine. Did you know that this two year old social platform can be used for more than just silly 6 second videos? Vine can be a powerful marketing tool.

How can you share a marketing message in 6 seconds? That’s less than an elevator ride.

Well, the genius folks at Lowe’s figured it out.

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They’ve created dozens of DIY videos that show simple fixes in 6 seconds. The campaign has been dubbed #lowesfixinsix. Here’s a sample video from Vine:

Why Vine?

This may be the very question asked after suggesting Vine to your CMO.

The most successful companies are the ones that can understand the new tools that are introduced and harness their power to achieve their business goals.

That’s exactly what Lowe’s did.

Here are some reasons why they might have chosen Vine:

  • Mobile video traffic will increase by 1800% in 2016.
  • 64% of consumers are likely to buy a product after watching a related video online.
  • Branded Vines receive 400% more shares than regular branded videos.
  • 5 vines are retweeted every second.

For more Vine stats, check out this article from MobileMarketingWatch.

The campaign has proven to be wildly successful. In the first week of the campaign, over 28,000 mentions were generated across social media.

Why did this work?

There are many reasons why this campaign has been a huge success, but here are few:

  • Mobile is growing at an exponential rate.
  • People love DIY projects.
  • Vines are inherently easy to share.
  • The average attention span is 8 seconds.
  • Lowe’s leveraged Vine for a specific purpose.

Just because a new social tool is introduced doesn’t mean you should run out the next day and start using it. Think strategically about how to leverage the tools’ strengths to accomplish specific business goals. If you do this, you’ll be successful like Lowe’s.

What do you think? How can you leverage Vine in your marketing efforts?