Sports, especially college sports evokes passion. It’s a space where general consumers spend their free time (and money!).
Social media is an extension of how we communicate with each other.
As a brand, Lowe’s Home Improvement wanted to engage with their consumers in their place of happiness. The social media campaign, Lowe’s Defining Moments showcased moments in history that defined the game, the team and the fan base. First, this provided content the consumers wanted to read. Second, this provided an authentic way for consumers to engage with the post. Lastly, this provided a connection between the fan and the brand, allowing for an opportunity to connect on specific messaging regarding brand identity.