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Converticals

Converticals | Lowe's | BBDO
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basics
Industry: Retail & Distribution
Media:Print
Market:United States
Style: Minimalism
descriptioncnen
Synopsis
Social media is the number-one source of interior design inspiration for Millennials. But few of them ever attempt DIY projects themselves, because they think it’s too complicated. As America’s second largest home improvement store, Lowe’s wanted to use social to make DIY look effortless.
Strategy
Our target audience was Millennials who love finding interior design inspiration on Instagram but don’t have the confidence or time to complete their own DIY projects. The Lowe’s Instagram account has a big following with our target audience, so we used it as an opportunity to prove how simple DIY can be in order to drive the user to purchase. By breaking the videos down into micro-clips, the videos skipped automatically to make the transformation seem effortless. But Converticals also made the actual purchase effortless too by using the “swipe up” function in Instagram Stories to direct to the Lowe’s store.
Outcome
Converticals generated an average play time of 26.4s per unique viewer, which exceeded the Delmondo benchmark for Instagram Stories by 2500%. 800,000 Instagram views. 23 Million earned media impressions.
Execution
Converticals was a campaign of three inspiring DIY projects on three Instagram Stories – made up of over 60 micro-clips each. Each story showed how easy it is to transform a dull vertical space into something beautiful and useful. To do this, we built three rooms to the exact dimensions of an Instagram Story and designed the vertical rooms to optimize the space. Projects included the conversion of a closet into bike storage, a living room alcove into a kid’s nook, and a kitchen alcove into a coffee bar. Each week, a different Converticals project was posted organically to the Lowe’s Instagram account and drove purchase with a “swipe up” button that linked to the Lowe’s online store.
CampaignDescription
Our idea was “Converticals,” a campaign that showed how easy it wis to transform any space, even the vertical dimensions of an Instagram Story. To do this, we used Instagram Stories in a whole new way, utilizing 60+ micro-clips in each story. Clips were so short, they automatically skipped forward to transform a room without you lifting a finger. And if you missed a step, we transformed the “tap back” feature into a video rewind feature – a first on Instagram Stories. Three different inspiring Converticals stories showed people how to transform small spaces in their homes. At any point during the story, users could swipe up to the Lowe’s store, where all the products needed to complete the project were preloaded in the shopping cart, ready for purchase.
credit
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Social & Influencer
Innovative Use of Community
Cannes Lions International Festival of Creativity 2018
Shortlist Social & Influencer
Content Placement
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