Closing the gap between IDK and DIY.

Many homeowners have the ambition and enthusiasm to tackle challenging DIY projects but lack the confidence and skills to transform their homes. The UpSkill Project enlists the help of Lowe’s associates and skilled craftspeople to help participants define, plan, and master the skills to realize their home improvement projects.


The Upskill Project


Strategy, Social Media, Talent

Crafting Confidence and a Can-Do Spirit

Combining a strong desire to learn with a strong desire to help.

Although Millennial-aged homeowners are increasing spending on home improvement, a significant number of them lack the skills to complete DIY projects on their own. To empower these younger consumers with the skills and confidence to transform their homes, Lowe’s partnered with GMR to create The UpSkill Project.

The two-pronged program consists of local contests that award winners with $2,000 toward a project and side-by-side DIY skills instruction in their own home to complete their project, as well as in-store workshops that teach homeowners common DIY skills such as painting, tiling, plumbing, and landscaping.

To increase overall awareness of the program and drive attendance at the workshops, we developed a content program that leveraged local influencers to connect and engage consumers and their communities.

“Lowe’s is committed to putting our purpose of helping people love where they live into practice.”

Ruth Crowley, VP of Customer Experience Design at Lowe’s

Learning and Sharing Skills

Participants were encouraged to share their newfound skills with their community.

Influencers were chosen based on several criteria, including their DIY expertise, content quality, ability to connect and engage their audience, and overall reach and local following.  We then worked with them to create their own content on their blog and across their own social media channels, including Instagram, Facebook, Pinterest, and Twitter.

Influencers promote the contest, encouraging their followers to enter. Each influencer then documents the story behind the transformation of one contest winner’s space, demonstrating how Lowe’s empowered the homeowner by teaching them the needed DIY skills to complete their project, and celebrating their success.

After the projects are completed, influencers invite their followers to join them at the free local workshops. Tips and techniques, along with new project inspiration, based on skills learned at the workshops, are shared across their social networks.


Paying it forward from person to person and community to community.

The UpSkill Project empowered young individuals and families with the skills and confidence to transform their homes, themselves, and activate communities through DIY-led projects that paid those skills forward.

Without organic support from Lowe’s social channels or paid media to boost influencer content we relied on connecting creators directly to their communities through NextDoor, blogs, and their social content.

After the homeowners mastered their projects, they participated in community workshops at local Lowe’s stores, sharing their DIY journey and new skills with friends and neighbors. Some projects are available online via a library of stories designed to inspire other DIYers. 

“I never thought I would be able to complete my big DIY ideas without a crew. Being able to complete the project all by myself with my roommate inspired me to take that leap and go get the materials for my next project.”

Aaron Jura, a New Orleans-based UpSkiller, after he completed a landscaping project.

15.2 million

organic impressions across the campaign


markets impacted


projects submitted


workshop attendees

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