Lowe’s turns to MrBeast and a new creator network to connect with Millennials and Gen Z

Lowe’s Companies (NYSE:LOW) announced that it launched the first creator network in the home improvement industry. The company said the network is designed for creators who bring DIY skills to life through projects, spaces and community. Built to support creators of all sizes, the Lowe’s Creator Network helps creators share project-driven stories that build affinity for their own brands and for Lowe’s.

One of the first creators on the network will be well-known social media star MrBeast, who is recognized as the most subscribed creator on YouTube, with his main channel now approaching 400 million subscribers. Together, Lowe’s (NYSE:LOW) and MrBeast are curating a dedicated storefront where fans can shop for his favorite materials, tools, and DIY projects. The expectation is that the creator network and the connection to MrBeast will deepen Lowe’s (LOW) connection to Millennial and Gen Z audiences. Through its relationship with MrBeast, Lowe’s (LOW) is now the exclusive building partner for season two of the highly anticipated series Beast Games.

The Lowe’s Creator Network features a multi-tiered system built to support creators at every stage of their journey. Through competitive commissions and customizable storefronts linked directly to the company’s website, creators can start earning from their content right away. Members also gain access to product samples, training resources, and a range of opportunities to help grow their businesses and connect with their audiences.

Notably, more than 17,000 creators already enrolled in Lowe’s (LOW) creator network during the beta launch, which could be an indication that the network could create some buzz.

“Driving preference and engagement with the Lowe’s brand by tapping into creators with varying levels of followers is a key priority for Lowe’s as we look to gain relevance with younger generations while increasing digital engagement,” stated Lowe’s (LOW) Chief Marketing Officer Jen Wilson. She noted that other recognizable names like DadSocial and Chris Loves Julia will be on creator network.