Why Lowe’s home improvement teamed up with MrBeast, the big YouTube influencer
The century-old home improvement retailer Lowe’s wants to connect with its younger Millennial and Gen Z customers. To do so, the Mooresville company is partnering with the world’s most popular YouTube star, MrBeast.
MrBeast, whose real name is Jimmy Donaldson, is the most followed person on social media, according to Forbes. The Greenville, North Carolina, influencer is known for elaborate stunts and attention-grabbing challenges, racking up over 400 million subscribers along the way.
“Tapping into creators with varying levels of followers is a key priority for Lowe’s as we look to gain relevance with younger generations while increasing digital engagement,” Lowe’s Chief Marketing Officer Jen Wilson said in a recent news release.
Corporate influencer advertising budgets are growing as YouTubers and TikTokers have become as famous as actors, according to industry publication SocialMediaToday. The global influencer marketing market size has more than tripled since 2020 and is expected to reach $33 billion this year, according to data analyzing firm Statista.
“Creators aren’t just making content,” said Jonathan Stanley, Lowe’s head of social and influencer marketing, in the news release. “They’re building businesses by taking on real projects and connecting with their communities through meaningful storytelling.”
MrBeast is among more than 17,000 creators enrolled in Lowe’s Creator Network, which the Mooresville-based home improvement chain launched this month. The network helps creators share projects to build their brand and support for branding Lowe’s. Other network influencers include DadSocial and Chris Loves Julia, Wilson said.
“These are exciting names in the world of influencers and now they’ll be DIYing with Lowe’s across their social channels,” she said.
Influencers will receive commissions and customizable storefronts linked to Lowes.com. They also gain access to product samples, training resources and opportunities to help grow their businesses and connect with their audiences. With network growth, creators can access project funding, sponsorships and access to exclusive Lowe’s events.
Lowe’s did not immediately respond to requests for comment Monday. MrBeast business did not immediately respond to an email requesting comment.
Who is MrBeast?
Known for expensive stunts and elaborate giveaways, MrBeast has been a staple of YouTube culture since 2017.
The 27-year-old’s net worth reached $1 billion last year, having amassed an empire with his YouTube channel, merchandise, snack brand and other partnerships including Amazon, according to CelebrityNetworth.
His Prime Video series “Beast Games” became the streamer’s most-watched unscripted series ever, according to Amazon. and broke 44 Guinness World Records, according to Lowe’s. MrBeast broke 44 Guinness World Records while filming the series.
During the 2024 NBA season, Donaldson’s food brand Feastables was the jersey sponsor of the Charlotte Hornets.
Among MrBeast’s stunts:
▪ In 2022, MrBeast posted a video of “a professional Spider-Man stunt double” climbing the 30-story Wells Fargo Capital Center on Fayetteville Street in Raleigh. After completing the 400-foot climb, partially in the rain, MrBeast met him at the top with $10,000.
▪ In 2020, MrBeast and friends wore the world’s largest pair of shoes — size 40 — in the Myrtle Beach Marathon. The custom-made shoes weighed 5 pounds and cost $12,000, The Sun News reported. They completed the race two days after it began.
▪ Back in 2019, MrBeast helped then-Carolina Panthers quarterback Cam Newton add three Guinness World records to his resume for the longest underhand pass caught between the legs, longest blindfolded catch of an American football pass while the target is in motion and most one-handed catches in 60 seconds.
In January, MrBeast even expressed interest in buying TikTok amid an impending shutdown of the app in the U.S. over national security concerns, the News & Observer in Raleigh reported. He even claimed to have a group of investors ready, but no deal materialized.
In 2020, MrBeast founded Beast Philanthropy, nonprofit that has provided more than 20 million meals and funded infrastructure projects for underserved communities around the world.
MrBeast has created videos with donations from $30,000 to his favorite Twitch streamer to tipping $10,000 on two waters at a hot dog spot in his hometown. His tips have also included gold bars valued at $7,000 at North Carolina restaurants.
But he’s also been associated with recent controversies, including an alleged unauthorized filming at Mayan ruins and a lawsuit filed in California involving claims of unsafe working conditions, sexual harassment and unpaid wages.
What to expect with Lowe’s and MrBeast
The collaboration with MrBeast and Lowe’s will include an online storefront where fans can shop his favorite materials, tools and DIY projects — from obstacle courses to backyard builds.
Lowe’s is the exclusive building partner for season two of the series “Beast Games.” Lowe’s employees are pitching in on the build of the latest BeastCity, a massive custom-designed complex that will house contestants and serve as the anchor set for the show, Lowe’s said.
Teaming with Lowe’s will help BeastCity season two to “go even bigger and over-the-top,” MrBeast CEO Jeff Housenbold said in a statement.
