Lowe’s debuts home improvement ‘creator network’

Lowe’s says its Creator Network will deepen the company’s connection with Millennial and Gen Z audiences.

“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 while increasing digital engagement,” said Jen Wilson, chief marketing officer at Lowe’s. “We couldn’t be more excited to welcome MrBeast to our network along with other recognizable names like DadSocial and Chris Loves Julia. These are exciting names in the world of influencers and now they’ll be DIYing with Lowe’s across their social channels.”

Through its relationship with MrBeast, Lowe’s says it’s now the exclusive building partner for season two of the Beast Games series. Lowe’s red vest associates are pitching in on the build of the latest BeastCity, a massive custom-designed complex that will house contestants and serve as the anchor set for the show. 

“We are always looking for strategic partnerships that will enhance the unique and exciting experiences our audiences are used to and this collaboration with Lowe’s Creator Network is exactly that,” said MrBeast CEO Jeff Housenbold. “We wanted to go even bigger and over-the-top with BeastCity in season two, and we found the perfect partner to help us achieve that goal.”

The Lowe’s Creator Network features a multi-tiered system built to support creators at every stage of their journey. Through commissions and customizable storefronts linked directly to Lowes.com, creators can start earning from their content right away. Members also gain access to product samples, training resources and a range of opportunities to help grow their businesses and connect with their audiences. As they advance within the network, creators can get access to project funding, long-term sponsorships and exclusive access to events like the annual Lowe’s Creator Summit.

“Creators aren’t just making content. They’re building businesses by taking on real projects and connecting with their communities through meaningful storytelling,” said Jonathan Stanley, Lowe’s head of social and influencer marketing. “With Lowe’s Creator Network, we’re committed to helping our creators grow and are empowering them to bring their dream projects to life. From training resources to product samples and self-serve storefronts, we’re giving creators the resources to produce content they know their audiences will want to see.”

With more than 17,000 creators already enrolled during its beta launch, the Lowe’s Creator Network aims to expand its presence across social media feeds nationwide. Lowe’s says the network builds visibility for its vendor partners as well, with future plans to extend these opportunities through Lowe’s Retail Media Network.

The Lowe’s Creator Network is free to join, and creators can learn more here.