The COVID-19 pandemic has been a challenging time for brands to strike the right tone with consumers, however Lowe’s most recent safety campaign has resonated with Americans.
Between June 18 and June 30, the brand saw a 16 percent increase in Ad Awareness during its “Safety Unites Us” campaign, the highest increase of any brand tracked by YouGov. As a result, the campaign has been named YouGov’s Ad of the Month.
“Safety. It’s not a fad or a trend,“ the narrated TV spot declares. “To us it’s a value, because safety is just something that we do and have always done.”
Lowe’s, and several other DIY outlets has seen increased sales as many Americans find themselves stuck at home, perhaps reluctant to bring contractors into the home.
“That consumer has remained healthy because people are spending so much time at home," Lowe's CEO Marvin Ellison said recently. "They have time to take on those projects that have been delayed or been on the to-do list for a very long time, whether it's a project in the yard or a project in the home."
Just under half (46%) of AMericans are fairly or very scared of contracting the virus, according to ongoing YouGov survey data.
According to YouGov Profiles data, the top three home improvements Americans plan on doing in the next three months are: Paint some or all interior walls (17%), lay new carpet (12%) and install, repair or clean gutters (8%).
Lowe’s is the second most popular specialty retail store among Americans and the forth most famous, according to YouGov Ratings data.