Micro-Mastery: Lowe’s 6-Second Vine Spots

Few brands have mastered the forced brevity of Twitter’s 140-character limit. Even fewer have made any meaningful use of Vine, the Twitter-owned six-second video app. That is, until Lowe’s launched its series of handy little fixes.

Each mini-video contains a visual nugget that solves a practical consumer dilemma, such as a stripped screw or hard-to-remove sticker. It’s a delightful marketing exercise that conveys the core brand promise for Lowe’s—to “never stop improving”. In the hectic life of any consumer, these bite-sized how-tos make improvements seem super simple. Sublime, I say—and proof that Vine is worth a second look.