Boosting brand visibility and reputation during hurricane season

The Challenge

Lowe’s, a Fortune 50 company and the second-largest home improvement retailer, sought to elevate its brand profile during hurricane season. 

With millions of homeowners facing the aftermath of natural disasters, Lowe’s needed to position itself as a trusted resource for disaster relief, while enhancing its community engagement.

The Work

Brian Pia designed the Lowe’s Hurricane Hotline, a powerful, multi-platform initiative that brought immediate assistance and support to storm-stricken communities. The hotline featured a live panel of home improvement and insurance experts, broadcast on local TV stations the day after hurricanes struck. 

This allowed Lowe’s to address urgent questions, provide actionable repair advice, and establish itself as a go-to resource during times of crisis.

To amplify the campaign’s emotional impact, Lowe’s also distributed $1,000 gift cards to homeowners with the most severe storm damage. Local TV stations captured these heartwarming moments, showcasing Lowe’s store managers arriving at homes to surprise residents with the gift cards.

The Results

• Several hours of local TV coverage, driving significant media attention and reinforcing Lowe’s commitment to helping communities in need.
• A marked increase in corporate reputation and consumer trust, with Lowe’s positioned as a brand that cares during critical moments.
• The program garnered recognition from the University of Michigan and MIT as a best practice in disaster response.
• Featured in the Lowe’s Social Responsibility Report, highlighting the program’s success in both brand impact and community outreach.

By aligning its brand with immediate, tangible help, Lowe’s not only enhanced its visibility during a key season but also cemented its reputation as a caring, reliable partner in times of crisis.