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Lowe's Puts Renters in Control
With high interest rates forcing homeowners to defer major home improvement projects, Lowe's Home Improvement faced a 3% decrease in net earnings in 2025. Through thorough analysis, my strategist and I identified the rapidly growing number of renters in the United States as a new growth audience for Lowe's.
In serving as team lead for this project, my contributions included:
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Identified major growth opportunities for Lowe's
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Developed key audience insights to inform our creative brief and direction​
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​Created a media plan and rollout timeline for a multi-channel campaign
Combating
"The Lock-In Effect"
The United States is staring down the worst rate of home sales since the 2009 recession. High interest rates are creating a "lock-in effect" where homeowners are putting off major home improvement projects.
For Lowe's, this means stagnating sales and even a decrease in net earnings in 2025.
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Lowe's reported a 3% decrease in net earnings in 2025. Where they saw decline, we saw a potential for growth.
Renters are The New Growth Audience
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With the number of renters increasing every
year, Lowe's had the opportunity to capitalize
on their small repair projects
My research led me
to one big truth:
Renters lack
autonomy and control
For many, a small accident or damage could put them in a vulnerable financial position. This leaves them feeling hopeless and powerless at the hands of their landlord.
59%
of renters report feeling stressed about not getting their security deposit back
The Strategy:
Lowe's believes that even though you rent your home, you still have control over your space
Between You And Lowe's
In order to connect to the stress that renters feel, our team developed the "Lowe's specializes in cover-ups" creative platform. This highlighted all of the scenarios where renters have to make quick repairs before anyone important ever notices.
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Social First and Driven by Earned Media
In working through our content strategy, I created a plan that involved social media users sending their damages to Lowe's in order to promote earned media.
Lowe's would then respond to these users and send them a package with all of the materials needed to make the fix.
Understanding Media Habits and Behaviors
I found that 69% of them prefer long-form content with many of them being active users on platforms like YouTube and Disney+. This helped inform our creative platform and effective reach for our audience.
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Reaching High-Concentration Rental Areas
In bringing our out-of-home OOH strategy to life, I identified Washington D.C. as a key market with a high concentration of rental households. With 60% of the city's households being rental properties, it made it the ideal choice for OOH placements on people's commutes.
I created a comprehensive map of potential OOH placements for D.C. and the surrounding area and developed a timeline for the campaign's rollout.
Ushering in A New Audience
This project taught me a tremendous amount about the home improvement industry and how its finances rely so heavily on the housing market. In diving into a new audience, my team and I were able to create a lasting revenue stream for Lowe's that will continue to increase in value for years to come.
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