Lowe's and HGTV Partnership Reaps Big Benefits

People across the country nominated various groups that were in dire need of infrastructure repairs to damage caused by catastrophic events such as natural disasters and the pandemic Lowe39s selected 100 projects for its support as part of its Hometowns initiative and five of them became the focus of a special series Build It Forward that premiered March 12 on HGTV the HGTV go app and discovery The series finale is this Saturday April 9quotThe success so far has been significant not only for the people receiving support but for allowing us to leverage our long and trusted relationship with Lowe39s to leave a lasting impact on communities while telling great storiesquot said Catherine Moran Senior Vice President Integrated Ad Sales Marketing DiscoveryquotPeople are eager to hear these stories and find it inspiring to see people really committed to their communities and making a difference So far it39s going really wellquot she continued noting that the partnership made perfect sense quotWe39ve been in business with Lowe39s for over 26 years They were a charter advertiser for HGTVquotAccording to Lowe39s Marisa Thalberg Executive Vice President Chief Brand and Marketing Officer the process of receiving nominations was in itself a highly gratifying experience quotWhat made the process so beautiful was that those doing the nominating weren39t thinking about themselves even though they needed help tooquot she sharedWhile the community projects served as the jumpingoff points for the series39 storytelling quotthe unexpected part is that the nominator too is surprised with a makeover of their ownquot Thalberg explained To help publicize the program and the initiative Lowe39s is using signage in their stores quotWe are giving our customers as well as all 350000 or so of our employees a free 30day subscription to discoveryquot she said In addition Lowe39s recently sweetened the deal for consumers by adding a free fire stickMoran noted that HGTV39s oncamera personalities are quotgreat ambassadors to initiatives like thisquot She said the network is also launching midform content that will roll out in quothigh profile placementsquot across the platforms where the series runsquotWe touched 13 million Americans with these 100 communitiesquot noted Thalberg In addition more than 1850 Lowe39s associates collectively volunteered nearly 12000 hours to work on the initiative more than a year39s worth of time across the 100 community projectsquotThere39s a big impact that is real at an individual levelquot she said quotPeople can feel itquotLowe39s has determined that this will become quotthe center of our community action going forward We39re turning it into a fiveyear 100 million commitment to community impact projects We39ve taken 100 hometowns and we39re rebranding it as Lowe39s Hometowns We39re going to keep doing these for the next five years 100 times plus another 1700 smaller projects a year It39s a lot of impactquotThis is also very significant to HGTV quotThese are very deserving people that have dedicated their lives to helping others so it was an honor for HGTV to reward them through Lowe39s with their own personal renovationquot Moran said quotFrom a partnership perspective it was really important for us to increase the visibility of Lowe39s impact initiative and support their mission to inspire HGTV fans to support their communitiesquotThe hope is that Lowe39s and HGTV will continue to collaborate in new and exciting ways like this quotI think it39s a very fresh and modern way of showing up together and I think we were both very respectful of each other in the processquot Thalberg notedSynergy is everything in this everexpanding marketplace quotNot everybody can do this wellquot Moran concluded quotWhen you have two brands that share the same mission and values like Lowe39s and HGTV you can have a positive impact on people and communities and make a differencequotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Lowe's and HGTV Partnership Reaps Big Benefits

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Charlene Weisler

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