Ad Age, widely regarded as one of the top advertising publications, has named Lowe’s to its annual list of “Marketers of the Year,” landing at No. 3.
This is the first time Lowe’s has been included, and Lowe’s is the only retailer ranked.
So, what about Lowe’s marketing efforts resonated with Ad Age?
In a detailed piece written by senior reporter Adrianne Pasquarelli, Lowe’s is praised for connecting with consumers in new ways and giving the brand a relevant, relatable feel with staying power.
“Early in the pandemic, Lowe’s was one of the earliest marketers to debut a campaign thanking frontline workers,” Pasquarelli wrote. “Tapping into the DIY trend, the company encouraged customers to create thank-you signs to display in their homes and yards. The push helped cement loyalty and provided a springboard for other home-focused campaigns, including one in support of the virtual NFL draft in the spring or a current holiday promotion in which Lowe’s asks customers to write letters to home as they would write letters to Santa.
“Lowe’s is also showing up in unexpected places in innovative ways. The chain is not typically a destination for Halloween — but it became one this year by hosting a curbside trick-or-treat offering in store parking lots for families… Similarly, the Fashion Week partnership gave the brand a boost with new customers who might not have considered shopping there for home décor.”
The New York Fashion Week collaboration was hugely successful. It was a standout moment for Lowe’s – the most talked about brand during the event – and an opportunity to highlight décor offerings as a way for consumers to express themselves.
“The idea for New York Fashion Week [came from] thinking about what was culturally relevant this year,” said Marisa Thalberg, executive VP and chief brand and marketing officer. “We’re thinking about all the things to make your home the place to be, but you also need some things that are big, catapulting and disruptive but in a strategic way.”