Case Study: Lowe’s achieves 12+ million minutes of millennial engagement with Brightcove

Lowe’s Engages Millennial Consumers with Original Episodic Content Viewers Spent More than 12 Million Minutes with Lowe’s Brand in the Inaugural Season

Lowe’s faced the challenge of reaching millennial, cord‑cutting consumers who increasingly avoid ads and traditional TV. The retail giant wanted an authentic way to tell its brand story and expand beyond YouTube so it could connect directly with viewers without feeling like an ad.

Lowe’s launched The Weekender on its Lowe’s TV streaming app—10‑minute, on‑site DIY episodes filmed in real homes with clear CTAs and product links—and used Brightcove’s open platform to publish and target content across channels. The approach kept viewers inside Lowe’s branded environment on Apple TV, Amazon Fire TV and Roku, driving more than 3 million views and over 12 million minutes watched while increasing brand engagement and discoverability.

Lowe’s