Lowes uses Tumblr to remind customers they can “build home improvement confidence”

Lowes, US-based home improvement store, has launched its spring marketing initiative, which will ultimately drive consumers to its content hub on Tumblr.

The campaign, created by BBDO New York, combines sports with home improvement to target men and position the brand as a tool and source of guidance.

It focuses on four timely home improvement ideas:--lawn, deck, bath and paint--and will be available across all platforms.

The spots will also run in all Lowes’ sports media properties, beginning with March Madness.