Why Lowe's is focused on TikTok, Instagram expansion this holiday season – Digiday

Lowe’s is working with Wyndham Hotels and Resorts to attract millennial holiday shoppers just in time for this season’s return to travel. Lowe’s created digital ads for Instagram and TikTok using trending audio and channels to drum up interest in the festive holiday season online with out-of-home advertising. Further, holiday decor from Lowe’s is featured in Wyndham Hotels and Resorts’ airport hotel rooms. The financial agreement between the two brands was not shared. “We see this campaign as part of our continued effort to introduce Lowe’s as a holiday decor destination, especially for those millennial shoppers who are looking for variety, value and convenience all in one place,” said Jen Wilson, svp enterprise brand and marketing at Lowe’s. The social ads are designed to reach customers who are already operating in those spaces based on platform-inspired trends across popular formats and audio on video lead social platforms, primarily for Instagram and TikTok. Through these videos and photography, Lowe’s aims to showcase all that shoppers can find at Lowe’s, according to Wilson. While previous campaigns from Lowe’s focused on uniting people after being separated during the pandemic and encouraging them to “Make More Holidays”, this campaign postures the company as a
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