Lowe's Using Facebook Live to Promote Holiday Offerings

By Melissa Campanelli

Lowe's hosted a Facebook Live event this past Saturday to promote 11 Black Friday deals. Featuring HGTV's Drew and Jonathan Scott of the "Property Brothers," the 20-minute segment on Facebook Live featured a drone for kids at a discounted price, as well as a sale on iRobot Roomba 650 vacuum robot, Nucleus Anywhere Intercoms, and a Dewalt 4-tool 20-volt max combo kit. In addition, Lowe's pushed out an emotional video called "Ginger Deer," which tells the story of a gingerbread man whose antlers, accidentally melded to his head in the oven, make him an oddity. After a series of adventures and rejections, the ginger-deer is eventually accepted into the larger gingerbread man community.

Total Retail's Take: Lowe's appears to be ramping up its digital marketing efforts through new avenues like Facebook Live and online-only video content. This latest campaign fits in with its strategy to double down on digital. Hopefully, the plan will work: Lowe's recently reported third-quarter earnings of $379 million, a 49 percent drop over the year earlier period, and revenue of $15.73 billion, which missed analyst expectations.

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Melissa Campanelli Author's page Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.