MILLENNIAL FIRST-TIME HOME

BUYER CAMPAIGN
by:
 CHRISSY LEONARD
Photo
Research Director

ANNIE KANE
OUR Strategic Planning Manager

SQUAD MARIA RAMIREZ

Strategic Planning Manager

MEG BOERICKE
Creative Director

ZOE ASHBURN
Tactical/Media Planning Manager
BREAKDOWN
Where We’re Going

01 Setting the Foundation

02 The Homebuyers

03 Renovation 1

04 Renovation 2

05 Finishing Touches
SETTING THE
FOUNDATION
CHECKLIST
Attract more millennial first-time homeowners
while driving continued loyalty among.

To Do:
Identify Millennial first-time home buyers

Encourage them to shop at Lowe’s

Build brand loyalty

Chose Lowe’s over the competitors

OUR RESEARCH
The Millennial

Consumer Attitudes Towards Home Improvement

Target Audience Statistics

Competitor’s Initiatives Towards Millenials

Brand Marketing Strategy

Home Improvement Research Institute

 1. Eager and curious to learn about home improvement.
KEY
IMPLICATIONS
2. Buy old homes and spend time renovating.
3. Homes as an expression of themselves.

4. Avid technology users and react via digital initiatives.

5. Value opinion of real people more than companies.
 OUR GOALS

Goal #1 Goal #2 Goal #3 Goal #4

Position
Connect with Change
Increase Lowe’s as
and build perceptions of
engagement best home
brand loyalty associates as
and sales improvement
knowledgeable
option
 STRATEGIC APPROACH
Position
Lowe’s as
Reach trusted
authority. Make
MFTHB early
emotional and
and continue
connections
connecting
with MFTHB.
with them.
Guide Target
MFTHB MFTHB, build
through trust
renovation and celebrate
process. them
 THE
HOMEBUYERS
 MEET MIA
& SEAN
Ready to start renovating
30 years old.
their new home because
Recently married.
they love to host
Share an apartment
get-togethers with their
with their cat, Milo.
friends.

Looking for a home after

finding out they are
expecting a baby in early
June!
MIA & SEAN
The Millennial Couple

Looking for 3 bedroom home Extra space for

easy commute. for a nursery! hosting parties.

Interested in a Use social Calls dad for help

fixer-upper! media for with renovations.
inspiration.
MEET
KAYLA Avid social media
user

29-year-old UNC
Chapel Hill graduate Photo Spends free time at
her favorite coffee
New job in Raleigh shop

Relocating - will buy

her first home there
Graduated with a
degree in computer
science
 To help new homeowners prepare
for all the memorable experiences
in their first home

1 2 3
Let Lowe’s help
Finishing a
so you can Not everyone
project is the
experience all gets it right the
best feeling, so
the first’s your first time -- let
why not show it
new home has Lowe’s help!
off?
to offer.
FIRST
HOME
FIRSTS
THE SQUAD
Here to Help
Knowledgeable on all things
home improvement

Create a sense of community

with first-time home buyers

Your home improvement

superheros
Photo STEVE | Carpenter

Photo
CLAUDIA | Electrician

Photo KYLE | Painter

Photo APRIL | Gardener

Photo BILLY | Plumber

 MICROSITE
Home of First Home Firsts

Photo Squad blog posts

Home improvement forum

Feature #1sthomefirsts posts

Squad’s mini series

 Share tagged posts on
microsite
HASHTAG Photo
Series “winners”

CAMPAIGN featured on mini series

#1sthomefirsts Influencer and

associate participation
 SOCIAL MEDIA POSTS

Sarah Brown Painter Kyle Jillian Harris

Customer Squad Member Influencer
YOUTUBE
MINI SERIES
Everyone needs help in the home
renovation process, and the
Lowe’s Squad is here to help.
WHY IT WORKS
Showcases Lowe’s products

Connects with Millennials on an emotional level

Promotes family bonding

Positions Lowe’s as a trusted authority

Reaches those buying a new home

 MEASUREMENTS
First Home Firsts
Goal Outcome Output
Increase engagement Increase sales and engagement with MFTHB by Microsite, Hashtag Contest, Digital Ads, Store
& sales with MFTHB 30% during the campaign period. Signage, Influencer Marketing

Connect with & build

Increase repeat purchases by 15% by the end
brand loyalty among Lowe’s Squad
of the campaign period.
MFTHB

Change perceptions of Lowe’s Associates.

Change perceptions of
Pre-campaign survey: 70% believe associates Microsite, Hashtag Contest, Digital Ads, Store
Lowe’s associates to
are unhelpful and unknowledgeable Signage, Influencer Marketing
experienced
Post-campaign survey: 80% believe associates
professionals
are well-informed and helpful.

Position Lowe’s as
best option for home Increase online and in-store sales by 20%
Influencer Marketing, Lowe’s Loyalty Program
improvement at an during campaign and over 30% post-campaign.
exceptional price
 TIMELINE
First Home Firsts - Concept #1

May 2020 June 2020 July 2020 August 2020 September 2020 October 2020

TV Ads

Digital Ads

Influencer
Marketing: IG

Store Signage

First Home Firsts

Microsite

Lowe’s Squad Mini

Series

Hashtag Campaign
 BUDGET
First Home Firsts - Campaign #1
Overall Budget Cost

Lowe’s Squad 2,500,000

TV Ads 29,000,000

Digital Ads 3,350,000

Influencer Marketing 1,150,000

Miscellaneous Production 10,000,000

Total 46,000,000

Total Budget 50,000,000

Contingency Funds 4,000,000

 We Got You covered for all your
home improvement needs.

1 2 3
Lowe’s
Starting a
project is With Lowe’s, no associates are
overwhelming, project is out of there to guide
but Lowe’s your reach. you through
makes it easier. your projects.
FIRST
HOME
FIRSTS
 WE GOT YOU
Relatable Experiences
“You know, the thing that
COMMERCIAL
does the thing”

Building the Bond

Photo
“Gosh, it feels like you
get me”

Establishing Tagline
“No matter what you’re
looking for or doing, at
Lowe’s, We Got You”
CONSULTATION CENTER
 CREATE-IT-YOURSELF
STARTER “KIT”
EASE RENOVATION VARIETY OF PROJECTS
Best tools for first-time Garden, tools and hardware,
home buyers paint and fixtures

AFFORDABLE &
CONVENIENT
Can purchase tool kit
or individual items
LOWE’S APPROVED
 We Got You Chat

REDESIGNED
Photo
Store Guide
LOWE’S APP

Saved Items
IN-STORE
APP AD
MYLOWE’S
REWARDS
DIY CLASS
WE GOT YOU MAILER
Target customers via real estate
agents

Sent out monthly to homes

Offers tear-off coupons

Incentivize customers to shop

WHY IT WORKS
Help consumers and ease the stress of
renovating

Instill confidence in consumers

Build trust in Lowe’s associates

 TIMELINE
We Got You - Campaign #2
May 2020 June 2020 July 2020 August 2020 September 2020 October 2020

TV Ads

Digital Ads

Store Signage

Consultation
Centers

MyLowe’s Loyalty
Program

Lowe’s DIY
Classes
 BUDGET
We Got You - Concept #2

Overall Budget Cost

Television Placements 22,000,000

Digital Placements 8,000,000

Production Costs 20,000,000

Total Expenses 50,000,000

Total Budget 50,000,000

 MEASUREMENTS
We Got You

Goal Outcome Output

Increase engagement Increase MFTHB in-store sales by 30% within

Starter Kit
& sales with MFTHB the campaign period.

Connect with & build Increase the amount of people who have the
brand loyalty among Lowe’s app downloaded by 40% by the end of Chat Box
MFTHB the campaign.

Change consumer perceptions of brand

Change perceptions of associates from incompetent to informative and
Lowe’s associates to helpful.
Consultation Center
experienced Pre-survey: 60% believe unhelpful.
professionals Post-campaign survey: 80% believe helpful and
informative.

Position Lowe’s as
best option for home Increase online and in-store sales by 20%
Digital Ads
improvement at an during campaign and over 30% post-campaign.
exceptional price
FIRST
HOME
FIRSTS
THANK YOU