Lowe's, the home improvement retailer, aims to connect with younger Millennial and Gen Z customers by partnering with popular YouTuber MrBeast. This marketing strategy emerges as corporate influencer budgets expand due to the rising fame of content creators, now comparable to celebrities. Lowe's launched its Creator Network with over 17,000 influencers to enhance brand visibility through meaningful storytelling and community engagement. The initiative reflects a broader trend in influencer marketing, which is expected to reach a market size of $33 billion this year.
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.
Creators aren't just making content; they're building businesses by taking on real projects and connecting with their communities through meaningful storytelling.
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