Black Friday and Cyber Monday are the most competitive moments in retail. Every brand floods social feeds with deals, urgency, and noise, making attention the hardest thing to win.
Lowe’s offers real value during the holiday shopping season, but value alone doesn’t guarantee cultural relevance. Our objective was to break through the scroll and position Lowe’s as a Black Friday and Cyber Monday conversation leader by making deals feel worth stopping for and worth sharing.
Instead of relying on one-off hero posts or shouting louder than competitors, we set out to build an always-on, social-first content system that could sustain momentum across the entire Black Friday and Cyber Monday window. The goal was to meet shoppers where they already were: scrolling nonstop, comparing value, reacting instantly, and sharing the best finds with their communities.
Our objectives were to:
Capture attention in one of the noisiest moments on social
Drive strong organic performance across Lowe’s owned social channels
Spark large-scale earned conversation rooted in authentic value
Avoid feed fatigue while increasing content volume
Establish Lowe’s as a breakout Black Friday and Cyber Monday brand
By leading with value and designing content for how people actually use social, we aimed to turn a crowded retail moment into a scroll-stopping cultural one.
Our approach was built around a social-first playbook spanning through the Black Friday and Cyber Monday time period. Rather than relying on a single hero execution, we created individual moments that laddered up into a larger campaign story, each piece earning its place in the feed.
The strategy centered on three principles:
Strong hooks that captured attention instantly
Clear, fast value stories that didn’t require decoding
Content designed for owned social first, optimized for shareability
Leading into the weekend, we primed audiences with teasers, countdowns, and deal announcements to build anticipation. As Black Friday arrived, we shifted into rapid deal drops across platforms, tailoring hooks, formats, and messaging to match how people consume content on each channel.
Storytelling was layered. We spotlighted trending products, highlighted real savings, and leaned into urgency, without overwhelming the feed. Even as posting volume increased, each asset delivered a distinct message, helping us avoid fatigue in a moment when feeds are typically oversaturated.
Real-time monitoring was critical. Our social team actively tracked performance, community response, and emerging trends, amplifying UGC, leaning into reactions, and adapting creative as momentum built across the long weekend.
As customers lined up at stores at 4 a.m., the Lowe’s bucket giveaway became the cultural accelerant. Organic comparisons to Target’s Black Friday bag, unboxings, Golden Ticket reveals, haul videos, and in-store celebrations flooded social platforms, adding an unscripted layer of excitement to the broader value story.
This ecosystem approach allowed owned content and earned moments to fuel each other. The result was a self-sustaining content loop where authenticity, relevance, and real value drove participation without forcing the narrative.
Across social the campaign drove:
Organic Views: 6.2M+
Organic Engagement: 53,000+
Estimated Earned Reach: 359M
Earned UGC: 61.4M engagements fueled by consumers sharing deals, bucket moments, and side-by-side value comparisons across TikTok, Instagram, Facebook, and X.
Total Earned Media Value: Reached $7.4M driven entirely by organic participation and consumer storytelling.
Lowe’s emerged as the Black Friday and Cyber Monday conversation leader, standing out in a space dominated by noise.
Most importantly, the results validated the strategy: when value leads and content respects how people actually scroll, the internet does the rest. By designing for attention, not interruption,
