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June 10, 2025
Lowe’s Creator Network Partners With MrBeast: Will Influencer-Driven Marketing Prove Profitable?
Lowe’s is striding deep into territory related to a trend more commonly associated with beauty brands and athletic wear, according to a June 10 company press release announcing the launch of the first home improvement creator network.
Among the first creators to join? MrBeast, famous for his high-stakes hijinks and high-profile philanthropy on social media and video streaming platforms — as Lowe’s describes him, “the most-followed digital creator in the world.”
And while MrBeast may be most well-known in the retail world for his extensive lineup of Feastables candy bars and treats in addition to a few other items belonging to the toy, apparel, and collectibles segments, it looks like his partnership with Lowe’s could be the beginning of a greater commitment to a new marketing channel for the retailer.
“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, CMO at Lowe’s.
“We couldn’t be more excited to welcome MrBeast to our network along with other recognizable names like DadSocial and Chris Loves Julia. These are exciting names in the world of influencers and now they’ll be DIYing with Lowe’s across their social channels,” Wilson added.
So far, the Lowe’s Creator Network has attracted over 17,000 participants in its beta program. A tiered system entices creators to continue on in their content creation partnership with the retailer, with competitive commissions on the table and customizable storefronts leading directly back to Lowes.com via embedded links.
Membership is free, and those who do join the creator network will be offered access to product samples, training materials, and opportunities to scale their own enterprise. Those who advance within the Lowe’s Creator Network could potentially unlock greater benefits, including sponsorships, project funding, and access to exclusive events such as the Lowe’s Creator Summit.
Lowe’s and MrBeast Team up for Amazon Prime’s Second Season of ‘Beast Games’
Putting MrBeast front-and-center as the figurehead of its new creator network is just one piece of the puzzle for Lowe’s, as the company announced that its red vest associates are pitching in to build the latest BeastCity — a massive complex that will house contestants of Amazon Prime’s second season of “Beast Games” and also act as the anchor set for the series.
“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,” Housenbold added.
As part of the broader partnership, Lowe’s and MrBeast are launching a curated, dedicated storefront where fans and followers can shop his favorite tools, materials, and DIY projects — including his famous obstacle course set pieces and other backyard-inspired constructions.
Discussion Questions
Will the Lowe’s Creator Network, and its prominent partnership with MrBeast, prove profitable for the retailer in the long run? If so, which other prominent influencers could be brought on board, and if not, is the reach provided by the partnership worth the investment in and of itself?
What obstacles could Lowe’s encounter in demonstrating the value of influencer-driven marketing to its core customer base — particularly given the success of this approach in more mature segments like beauty, fashion, and CPG? How might Lowe’s facilitate this transition?
Poll
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Mohamed Amer, PhD
CEO & Strategic Board Advisor, Strategy Doctor
Brian Numainville
Principal, The Feedback Group
Shep Hyken
Chief Amazement Officer, Shepard Presentations, LLC
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One of the biggest battles Lowe’s faces is playing second fiddle to Home Depot. Trying to grow market share against a player that has significantly better awareness, reach and market coverage is hard. So, this kind of tangential thinking is sensible. Sure, this isn’t going to transform the business – but these creators do command attention, and they can help drive some revenue. What’s also interesting is that this is very focused on younger consumers where Lowe’s is working hard to establish relationships before they age and become serious DIY spenders.
Indeed, Lowe’s is investing in relationship-building with future high-value customers and is encouraging younger consumers to view home improvement as a creative expression rather than just maintenance.
This type of influencer marketing is particularly appealing to a younger demographic. What can Lowe’s (or any retailer) do to make coming to their store a habit? The first step is to get them into the store. If this attracts customers and helps establish buying habits among younger customers, it can yield a good return on investment for their efforts.
The potential obstacle, of course, is the same one that anyone will face who associates with an “influencer”: they’re a wildcard…an unvetted personality who is chosen not because of expertise or background but because they generate a lot of clicks…what could go wrong, right ? At least that’s my doomsday take. Perhaps legal departments have the foresight to investigate potential partners and overcome the unbridled enthusiasm of the marketing dept when too many questions arise; perhaps.
Lowe’s can measure the partnership’s success by tracking engagement, sales, and brand awareness. Analyzing customer demographics and sentiment can show how well the influencer matches the target audience. Positive results may support expanding partnerships with other influencers to boost Lowe’s market presence.
Partnership with MrBeast affords Lowe’s to reach over 400 million followers at a fraction of the cost of traditional media, while capturing a demographic that conventional home improvement advertising has traditionally ignored. The strategic brilliance of this long-term move lies in positioning themselves to acquire customers before they become serious DIY spenders, rather than competing for established audiences. Lowe’s is encouraging younger consumers to think of home improvement as a creative expression rather than just a project on a to-do list.
Lowe’s can manage the transition by intentionally connecting physical and digital spaces. Use creator content to drive foot traffic for hands-on product experiences, and utilize QR codes that link creator projects to in-store displays to bridge the gap between inspiration and purchase. With focused investment and thoughtful execution, Lowe’s can build a strong relationship with content creators, thereby going beyond “buying” advertising to creating a content moat that competitors can’t easily match.
Traditional media is becoming more and more challenging to leverage, especially among younger shoppers. Influencer marketing helps bridge that gap. Certainly worth trying this given Mr. Beast’s significant following.
The most effective influencer partnership would be one that makes DIY look easy. Create demand for what Lowe’s offers. Demystify repair, build and design. Those are keys to igniting sales growth for Lowe’s through influencers.