Lowe's has created the inaugural home improvement creator network to strengthen its connection with millennial and Gen Z consumers. This initiative features prominent creator MrBeast, who has curated a storefront on Lowe's website and partnered with the brand for the second season of his “Beast Games” series. More than 17,000 creators joined during the beta phase. The program encourages creators to monetize their content and connect with audiences, which Lowe's sees as essential for building lasting relationships with younger generations.
"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.
"Driving preference and engagement with the Lowe's brand by tapping into creators of varying levels of followers is crucial to resonate with younger generations," said Jen Wilson.
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