Lowe’s Bets Big on DIY Influencers

Major retailers that traditionally spent a lot of their advertising budgets on TV have been leaning into working more with creators. One of the latest examples is home improvement giant Lowe’s, which is making a big push to team up with handy influencers. 

Through a “home improvement creator network” launched last month, Lowe’s is setting up custom virtual stores for creators who film do-it-yourself projects, such as renovations or planting a garden. Creators can use the storefronts to promote Lowe’s products they use and get a cut when followers make a purchase.