Lowe's Courts Gen Z, DIY Creators With New Influencer Network
Lowe's has launched what it calls the home improvement industry’s first creator network, enlisting high-profile and emerging content creators to inspire and engage DIY-minded consumers through project-focused content.
The Lowe’s Creator Network is designed to support creators of all sizes who use video, social platforms and other media to showcase DIY projects, home upgrades and community-driven improvements. The program aims to strengthen affinity for both the creators’ personal brands and Lowe’s retail offerings through storytelling that links directly to shoppable tools and materials.
The Creator Network offers creators commissions and customizable storefronts linked directly to Lowes.com. Members also have access to product samples, training resources and other tools to help grow their businesses and connect with their audiences, according to a media release. Creator partners can also gain project funding, long-term sponsorships and access to events like the annual Lowe's Creator Summit as they advance within the network.
Leveraging MrBeast’s Star Power
Among the first creators to join is MrBeast (Jimmy Donaldson), one of the most-followed digital creators globally. Known for his philanthropic stunts and large-scale build projects, MrBeast created a curated storefront at Lowes.com that features his preferred DIY materials and tools, such as obstacle courses and backyard constructions.
Additionally, Lowe’s will be the exclusive partner in helping MrBeast build the next version of BeastCity, a custom set that will appear in the second season of the creator’s YouTube competition series “Beast Games.”
The collaboration and the Lowe’s Creator Network underscores the retailer’s focus on integrating content, creativity and commerce, as well as deepening its connection with Millennial and Gen Z audiences.
Plans for the Network
More than 17,000 creators joined the Lowe’s Creator Network during its beta phase, and the retailer plans to expand the program across social media platforms.
In addition to boosting visibility for Lowe’s, the network also supports vendor partners, with future plans to extend these collaborations through the Lowe’s Retail Media Network to help brands strengthen their presence and deepen engagement across digital channels.
The announcement reflects a broader trend of retailers investing in creator economy strategies as part of their omnichannel and retail media efforts. Lowe’s move mirrors similar campaigns across industries aiming to turn fan engagement into shoppable experiences and reach consumers where they spend the most time: social and video platforms.
