MrBeast helps kick off new Lowe’s home improvement creator network
Lowe’s Companies Inc. is helping creators share DIY content, including one of the most famous influencers of them all.
The home improvement giant is launching the Lowe's Creator Network. Billed as the first home improvement creator network and built to support creators of all sizes, one of its initial participants is social media star Jimmy Donaldson, who uses the moniker “MrBeast” for his influencer activities.
Lowe’s and MrBeast are curating a dedicated storefront on the network where customers can shop his favorite materials, tools and DIY projects. Through its relationship with MrBeast, Lowe's is also now the exclusive building partner for season two of the Amazon Prime Video competition series "Beast Games," which features MrBeast.
[READ MORE: Amazon teams with social influencer ‘MrBeast’ for reality competition]
The "Beast Games" partnership include Lowe's store associates participating in the build of the latest BeastCity, a custom-designed complex that will house contestants and serve as the anchor set for the show. The building of BeastCity is the first joint project between Lowe's and MrBeast, with future content collaborations anticipated.
"Driving preference and engagement with the Lowe's brand by 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," said Jen Wilson, chief marketing officer at Lowe's. "We couldn't be more excited to welcome MrBeast to our network along with other recognizable names."
Other social media influencers Lowe’s is featuring on the Creator Network include DadSocial and Chris Loves Julia. According to the retailer, the Creator Network will deepen its connection with millennial and Gen Z shoppers who turn to creators for "inspiration, authenticity and trusted advice."
"We are always looking for strategic partnerships that will enhance the unique and exciting experiences our audiences are used to and this collaboration with Lowe's Creator Network is exactly that," said MrBeast CEO Jeff Housenbold. "We wanted to go even bigger and over-the-top with BeastCity in season two and we found the perfect partner to help us achieve that goal."
The Lowe's Creator Network is free to join and features a multi-tiered system with commissions and customizable storefronts linked directly to Lowes.com. Creators can start earning from their content right away and can also gain access to product samples, training resources and opportunities to help grow their businesses and connect with their audiences.
As they advance within the network, creators can unlock features including project funding, long-term sponsorships and exclusive access to events like the annual Lowe's Creator Summit. There are more than 17,000 creators enrolled during its beta launch.
Lowe’s plans to extend Creator Network opportunities both for influencers and its advertising partners across all digital channels through the Lowe's Retail Media Network.
With total fiscal year 2024 sales of more than $83 billion, Mooresville, N.C.-based Lowe's Companies Inc. operates more than 1,700 home improvement stores and employs approximately 300,000 associates.
