On a Budget? Use Vine For Low-Budget High Impact Campaigns

by Maximilian Lemos on August 15, 2013

Lowes Fix in SixBBDO, the agency that inspired AMC’s Madmen, proves that you don’t need a huge budget to inspire a huge reaction on the social web. Vine, the six second video sharing platform created by Twitter, along with its competitor Instagram Video have penetrated the largest ad agencies in the world and are inspiring some pretty impressive, low-budget campaigns.

Lowes Fix in Six

BBDO worked with Lowes, the home improvement brand, to bring this creative new kind of viral marketing to mobile users everywhere. Using just six seconds the creatives at BBDO successfully tell a home improvement story. Clever and quirky, these short videos inspired Vine users to tackle home improvement in an easily digestible format.  Checkout this short case study video from BBDO.

Having worked with agencies that specialize in how-to video marketing I’ve seen the impact that this format can bring to brands of any size. People crave relevant, funny, and useful content and this six-second derivative of the the how-to video is a great example for brands looking to expand into more edgy and creative avenues. Not only did Lowes launch themselves into a whole new market with new eager users they also stayed within their very reasonable budget of $5,o00. That’s a huge win for Lowes.

What kind of stories can you tell in six-seconds? Have you tried Vine? Let us know in the comments.

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{ 3 comments… read them below or add one }

HiSocial August 27, 2013 at 9:46 am

Hi Maximilian,

Interesting use of Vine, just one question, was this a contest?, I mean could users create their own video and have the chance to win a prize?

Reply

Maximilian Lemos August 28, 2013 at 10:15 am

Hey there HiSocial,

Lowes hired BBDO to produce this series of 6-second Vine videos. So no it wasn’t a contest to my knowledge, but considering how accessible Vine is to everyone with a smartphone, I don’t see why this isn’t a possibility for others to attempt. While I can’t say that Lowes has any intention of creating a contest around Vine, I would encourage this train of thought. Lowes is now in a better position than ever, considering the massive traction this campaign created for them, to spin the “fix in 6″ campaign into a contest.

People everywhere are craving a chance to share their home improvement tips, I could see this contest idea being a natural extension of this campaign, here’s to the off-chance that Lowes keeps up with the Vine marketing.

Thanks for commenting. Please send me an email: Max[at]42terabytes[dot]com, I’d love an opportunity to chat with one of your team members about your products.

-Max

Reply

HiSocial September 5, 2013 at 9:40 am

Sorry for the delay, I didn’t notice your answer. I’ll send you an email today

Best regards
Albert

Reply

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