From Content to Conversion: Lowe’s Full-Funnel Creator Strategy

The Challenge

Lowe’s needed to scale its creator marketing program significantly — targeting a 7.5X revenue increase — within a personal, high-consideration home improvement category where consumers require inspiration and education prior to purchasing.

The Strategy

Working with Acceleration Partners, Lowe’s developed an integrated full-funnel strategy built to convert. The approach prioritised right-fit creators producing content designed to generate consistent revenue while aligning consumer discovery and project planning with direct commercial outcomes.

Execution and Innovation

The program operationalised coordinated, funnel-specific execution that moved users seamlessly from initial awareness to final conversion. Creators produced real-life project showcases and home improvement content, embedding monetisation and product discovery directly into their stories.

Results

The initiative transformed creator activity into a scalable performance channel, delivering a 944 per cent increase in yearly revenue and proving that full-funnel creator alignment drives both brand growth and measurable sales.

Judges' Verdict

"This is a really well-presented case and clearly shows the step change made and the value delivered across the full funnel. While it feels obvious, it's clear that not enough brands are thinking this way."