Kobalt is the in-house tool brand at Lowe’s home improvement stores, combining quality and innovation with great value. While the brand has been around for 20 years, it took until 2017 for them to take the plunge into social media. We combined a savvy media buying strategy with a slate of compelling original content to build a highly engaged Kobalt fanbase, positioning Kobalt as a top brand on social media within just a few months.
Any construction project needs raw materials. Lineage created a complete digital brand and style guide—Kobalt’s first—setting the tone for all of our content, which includes video series, original photography, and thoughtfully curated user submissions. We also developed customer service protocols deployed on thousands of customer inquiries. Finally, our media buying unit published over 3,000 ads, yielding audience insights the brand previously couldn’t access. (People love ratchets. Like, really love them.)
Within less than nine months, Kobalt became a top eight tool brand in terms of social media followers, with an organic engagement rate of more than 5x the industry average. Along the way, we beat our CPL targets by 25% and created hundreds of original photo, graphic, and video assets.
Kobalt has begun capitalizing on its social following earlier than anticipated. In December 2017, a two week direct conversion campaign drove a 64% increase in week-over-week sales of its focus SKU. The initiative also had marked halo effects, netting nearly 5,000 new followers on Instagram and Facebook.
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Prepare to be floored by our success.