Lowe’s wants to help Millennial homeowners jump into spring. The company’s spring campaign is designed to inspire curiosity and position Lowe’s as a brand that is concerned about sustainability, starting with SpringFest (which launched last year) where consumers can enjoy an “in-store lawn and garden ‘walking tour’” and learn about 12 “mood-boosting DIY projects” from lifestyle influencers. To celebrate Earth Day, Lowe’s says it will “bring up to one million new plants into the world” and plant new seeds in its Charlotte, North Carolina, hometown. For every person who posts a tulip emoji using the tag #SeedingSpring on the first day of spring (March 20), Lowe’s says it will “share a real-life seed” at surprise giveaways at select stores. YPulse’s Shopping for the Home research shows 81% of Millennial females and 74% of Millennial males want to put more effort into decorating their homes. (The Drum)
