Lowe's has initiated the first home improvement creator network aimed at enhancing its connection with millennial and Gen Z customers. MrBeast has emerged as the first prominent creator in the initiative, featuring a dedicated storefront on Lowe's website. The platform, which enrolled over 17,000 creators during its beta phase, is designed to link diverse talents with various opportunities, including revenue growth and project funding. This initiative is particularly relevant as Lowe's seeks to better engage with younger audiences who often seek inspiration from online creators.
"Creators aren't just making content. They're building businesses by taking on real projects and connecting with their communities through meaningful storytelling" - Jonathan Stanley, Lowe's head of social and influencer marketing.
"Driving preference and engagement with the Lowe's brand by tapping into creators with varying levels of followers is a key priority for Lowe's as we look to gain relevance with younger generations" - Jen Wilson, chief marketing officer.
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