Lowe’s Taps MrBeast for New Creator Network With Over 17,000 Creators

Lowe’s / Lowe’s Creator

Lowe's has launched its own creator network, Lowe's Creator. The program is headlined by MrBeast but already has over 17,000 creators enrolled at launch. MrBeast will create a dedicated storefront featuring his favorite materials, tools, and DIY projects, including those used in filming sets for his videos. In addition, Lowe's will be the exclusive building partner for the second season of Beast Games on Amazon.

The program features a multi-tiered system where creators can earn commissions up to 20% through affiliate links and storefronts on the retailer's website. They also get access to product samples, training resources, and more.

As creators progress, they will have opportunities to partner with the brand on a long-term basis and gain access to events like the Lowe's Creator Summit.

Interested creators can apply here.

Why It Matters: Lowe's Creator follows a similar blueprint to creator programs launched by other retailers recently, including Best Buy.

It's built around an affiliate model, where creators of all sizes can earn through driving sales with their audiences, while also providing creators with support to share content on its behalf. And as creators progress, they will be eligible for more perks like paid partnerships and exclusive access.

Lowe's can stand out from others by having one of the biggest creators in MrBeast as the front person. With the tie into Beast Games, it also highlights how creators and brands can go deeper than sponsored content.

Overall, Lowe's program will help it get in front of existing and new audiences, including Gen Z and Gen Alpha, who may not yet be buying homes, but can use its products for other things in advance of moving into the buyer’s market.