Lowe's Taps Creator Economy to Launch First Home Improvement Creator Network, With MrBeast Among the First to Join

Rhea-AI Summary

Lowe's (LOW) has launched the first home improvement creator network, with MrBeast, the world's most-followed digital creator, as a flagship partner. The network features a multi-tiered system offering creators competitive commissions, customizable storefronts on Lowes.com, product samples, and training resources. MrBeast's partnership includes a curated storefront and exclusive collaboration for Beast Games season two, where Lowe's will be the building partner for BeastCity. The initiative aims to connect with Millennial and Gen Z audiences through authentic content creation. Already enrolling 17,000 creators during beta, the free-to-join network allows creators to monetize content immediately while gaining access to project funding and sponsorship opportunities as they advance. The program also extends opportunities through Lowe's Retail Media Network, enhancing brand presence across digital channels.

Positive

• Partnership with MrBeast, the world's most-followed digital creator, enhancing brand visibility and youth appeal
• Already secured 17,000 creators during beta launch, showing strong initial traction
• Strategic initiative to capture Millennial and Gen Z audiences through authentic content creation
• Multi-tiered system offering immediate monetization opportunities for creators through commissions and storefronts
• Integration with Lowe's Retail Media Network provides additional revenue opportunities and brand exposure

Negative

• None.

Insights

Digital Marketing Strategist

Lowe's creator network targets younger demographics through influencer partnerships, potentially expanding its customer base and digital engagement.

Lowe's strategic move into the creator economy represents a significant shift in the retailer's marketing approach, aimed at capturing the elusive Millennial and Gen Z demographics. By establishing the first dedicated home improvement creator network and securing MrBeast - who boasts the world's largest digital following - Lowe's is making a calculated play to build relevance with younger consumers who predominantly seek inspiration from trusted online personalities rather than traditional advertising channels.

The multi-tiered network structure shows considerable business intelligence. It creates a scalable ecosystem that accommodates both mega-influencers like MrBeast and micro-influencers with smaller, but often more engaged audiences. The 17,000 creators already enrolled during beta suggests strong initial traction, while the commission-based model creates a self-sustaining growth mechanism where creators are incentivized to drive traffic and conversions to Lowes.com.

The MrBeast partnership is particularly strategic. His involvement in building BeastCity for the highly anticipated second season of Beast Games creates authentic content integration rather than traditional product placement. The curated storefront approach mimics successful models used by platforms like Amazon, allowing seamless conversion from inspiration to purchase - a critical factor for younger consumers who value frictionless shopping experiences.

This initiative addresses Lowe's historical challenge in connecting with digital-native generations and potentially creates a competitive advantage against rivals like Home Depot who have traditionally targeted professional contractors rather than DIY enthusiasts. By positioning itself as a creative enabler rather than just a product supplier, Lowe's is attempting to establish emotional connections with consumers at earlier life stages, potentially cultivating lifetime customer value from demographics that will soon enter prime home-buying and renovation years.

Launch includes MrBeast's curated storefront on Lowes.com and exclusive partnership to build
the next iteration of BeastCity for "Beast Games" season two, blending creativity, community and
commerce.

MOORESVILLE, N.C., June 10, 2025 /PRNewswire/ -- Lowe's announces the launch of the first home improvement creator network, 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.

Among the first creators to join is MrBeast, the most-followed digital creator in the world, known for building massive audiences through inspiring content and his philanthropic efforts. Together, Lowe's and MrBeast are curating a dedicated storefront where fans can shop his favorite materials, tools and DIY projects – from obstacle courses to backyard builds – bringing MrBeast's signature creativity into homes across the country.

The Creator Network deepens Lowe's connection with Millennial and Gen Z audiences, generations who turn to creators for inspiration, authenticity and trusted advice.

"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," said Jen Wilson, chief marketing officer at Lowe's. "We couldn't be more excited to welcome MrBeast to our network along with other recognizable names like DadSocial and Chris Loves Julia. These are exciting names in the world of influencers and now they'll be DIYing with Lowe's across their social channels."

Through its relationship with MrBeast, Lowe's is now the exclusive building partner for season two of the highly anticipated series Beast Games. Staying true to its commitment to helpfulness, Lowe's red vest associates are pitching in on the build of the latest BeastCity, a massive custom-designed complex that will house contestants and serve as the anchor set for the show. The building of BeastCity marks the first of many landmark projects between Lowe's and MrBeast, with future content collaborations anticipated.

"We are always looking for strategic partnerships that will enhance the unique and exciting experiences our audiences are used to and this collaboration with Lowe's Creator Network is exactly that", said MrBeast CEO Jeff Housenbold. "We wanted to go even bigger and over-the-top with BeastCity in season two and we found the perfect partner to help us achieve that goal."

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 Lowes.com, 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. As they advance within the network, creators unlock even greater value, including project funding, long-term sponsorships and exclusive access to events like the annual Lowe's Creator Summit.

"Creators aren't just making content. They're building businesses by taking on real projects and connecting with their communities through meaningful storytelling," said Jonathan Stanley, Lowe's head of social and influencer marketing. "With Lowe's Creator Network, we're committed to helping our creators grow and are empowering them to bring their dream projects to life. From training resources to product samples and self-serve storefronts, we're giving creators the resources to produce content they know their audiences will want to see."

With more than 17,000 creators already enrolled during its beta launch, the Lowe's Creator Network is poised for rapid growth, aiming to expand its presence across social feeds nationwide. The network builds visibility for not only Lowe's but also for its vendor partners, with future plans to extend these opportunities through Lowe's Retail Media Network, enhancing brand presence and community engagement across all digital channels.

The Lowe's Creator Network is free to join. Creators can learn more and apply at Lowes.com/Creator.

About Lowe's  
Lowe's Companies, Inc. (NYSE: LOW) is a FORTUNE® 100 home improvement company serving approximately 16 million customer transactions a week in the United States. With total fiscal year 2024 sales of more than $83 billion, Lowe's operates over 1,700 home improvement stores and employs approximately 300,000 associates. Based in Mooresville, N.C., Lowe's supports the communities it serves through programs focused on creating safe, affordable housing, improving community spaces, helping to develop the next generation of skilled trade experts and providing disaster relief to communities in need. For more information, visit Lowes.com.

About MrBeast
MrBeast, founded by YouTube creator, entrepreneur, and philanthropist Jimmy Donaldson, is a global entertainment powerhouse known for its groundbreaking content, viral challenges, and large-scale philanthropic initiatives. With over 400 million subscribers, MrBeast became the most-subscribed YouTube channel in the world in June 2024 and now generates more than 2 billion views each month. His Prime Video series Beast Games became the streamer's most-watched unscripted series ever and broke 44 Guinness World Records, further cementing his impact beyond digital platforms. Donaldson was named the #1 creator on Forbes' 2023 Top Creators List and has been featured on both the TIME 100 and the inaugural TIME 100 Climate list. In 2022, he launched Feastables, a snack brand that quickly became one of the fastest-growing CPG companies in history. A leader in digital-first philanthropy, Donaldson has spearheaded major global campaigns, including #TeamTrees, which raised over $23 million to plant 23 million trees, and #TeamSeas, which removed 30 million pounds of waste from oceans, rivers, and beaches. In 2020, he founded Beast Philanthropy, a 501(c)(3) nonprofit that has since provided more than 20 million meals and funded critical infrastructure projects for underserved communities around the world.

Contact:  
Amanda Caskey
Lowe's Companies, Inc.
amanda.caskey@lowes.com 

View original content to download multimedia:https://www.prnewswire.com/news-releases/lowes-taps-creator-economy-to-launch-first-home-improvement-creator-network-with-mrbeast-among-the-first-to-join-302477293.html

SOURCE Lowe's Companies, Inc.

FAQ

What is the Lowe's Creator Network and how does it work?

The Lowe's Creator Network is a free-to-join platform that allows DIY content creators to earn commissions through customizable Lowes.com storefronts, access product samples, training resources, and project funding opportunities. Creators can monetize their content immediately while gaining additional benefits as they advance in the network.

How many creators are currently enrolled in Lowe's Creator Network?

The Lowe's Creator Network has enrolled over 17,000 creators during its beta launch phase.

What is MrBeast's role in the Lowe's Creator Network partnership?

MrBeast is partnering with Lowe's to curate a dedicated storefront featuring his favorite materials and tools, and Lowe's will be the exclusive building partner for BeastCity in season two of Beast Games.

How will LOW stock benefit from the Creator Network initiative?

The Creator Network aims to drive brand preference and digital engagement among younger generations, expand Lowe's digital presence, and create new revenue streams through creator partnerships and the Retail Media Network.

What benefits do creators get from joining the Lowe's Creator Network?

Creators receive competitive commissions, customizable storefronts, product samples, training resources, project funding opportunities, long-term sponsorships, and access to exclusive events like the annual Lowe's Creator Summit.