Lowe's Canada Makeover for Less Influencer Program
Submitted by The Influence Agency

Lowe's Canada Makeover for Less Influencer Program

Influencer Marketing

The Influence Agency ran a monthly themed Instagram and blog influencer program for Lowe's Canada with mom and home decor creators, which the agency reports returned an 8x ROI.

1.3MCampaign Impressions
67K+Campaign Engagements
8xROI
1M+Post Reach

Case in 60 seconds

Home improvement projects can seem daunting to many customers, so Lowe's Canada needed a way to show DIYers and home decor enthusiasts that completing a project does not require being an expert.

The page frames expertise as the barrier rather than price, so the program rested on influencers documenting real projects from start to finish, because a finished room shown by a familiar creator makes a project feel achievable.

Lowe's set out to promote its 'makeover for less' seasonal categories and evergreen products through home projects documented in each influencer's content, with a different theme each month aligned to the influencer's own content.

The Influence Agency partnered with influencers from the mom and home decor categories, who showcased their Lowe's projects through Instagram Posts and Stories and through blog posts on the Lowe's website. Each influencer was given a personal promo code to generate online sales.

The agency reports 1.3 million campaign impressions, 67K+ campaign engagements and a 10% average engagement rate across 107 pieces of content, and it attributes an 8x ROI to the influencers' promo codes.

Strategy Breakdown

Canada's home improvement DIYers, contractors and home decor enthusiasts, reached through influencers from the mom and home decor categories.
Home improvement asks customers to commit time and skill before any purchase, so a retailer in the category has to lower the perceived difficulty of a project before it can sell the products behind it.
The page casts Lowe's Canada as a full-service partner that helps customers with home projects from start to finish, which made influencer-documented projects a direct expression of the brand's stated mission.
The agency chose mom and home decor influencers and set each month's theme to fit their content, because audiences that already follow home projects accept a product inside a project rather than as a standalone pitch.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • The Influence Agency

Participation mechanic

  • Followers could buy online using each influencer's personal promo code, which the agency used to attribute sales to the program.

Results & Evidence

MetricValue
Campaign Impressions1.3M
Campaign Engagements67K+
Average Engagement Rate10%
ROI8x ROI
Post Reach1M+
Post Impressions1.3M+
Pieces of Content107

Why The Influence Agency's strategy worked

  1. 1

    Personal promo codes give each influencer a trackable route to online sales, which is how the agency ties its 8x ROI claim to the program rather than to awareness figures alone.

  2. 2

    Monthly themes matched to each influencer's existing content let a retailer rotate seasonal categories through one roster, so each promotion is the creator's own project rather than an inserted advertisement.

  3. 3

    Republishing influencer projects as blog posts on the retailer's own website carries creator content beyond social feeds, so the work sits on a property the brand controls and beside the products it features.

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