FlipSide

Background

US home improvement chain Lowe's, affectionately known as the Big Box, is an experienced player in the content game, producing short videos to help homeowners improve their properties.

The trick is to find the right platform or channel in the right way for the right audience, complicated by the profusion of new vehicles and the way they develop additional features and applications.

In the past, Lowe's has targeted Millennials with social video like Vine and Instagram.

To keep it fresh, Lowe's has used Instagram in an innovative way.