Lowe’s is the second largest home improvement retailer in the nation. Millions of consumers shop in more than 2,000 stores each week.


How many times have you seen local media at Home Depot stores when a hurricane approaches? I took a different approach: We focused on the days after the storm when people needed help. The result: multiple days of media coverage.

I created and launched the Lowe’s Hurricane Hotline — featuring a live phone panel of home improvement experts on local TV stations in Florida and Alabama — to answer questions from viewers whose homes were damaged by the storms.

We also gave away a $1,000 gift card to the storm victim who called who had the most damage or the most emotional story. A Lowe’s store manager showed up at the person’s door and gave him or her the gift card. Tears of happiness flowed while a local TV station captured the moment.

This campaign chipped away at Home Depot’s lock on the market for storm-related product sales.

The Lowe’s Social Responsibility Report featured our campaign.