Lowe’s has been spreading the word that they’ve partnered with MrBeast.
I’m predicting we’ll see a line of “Beastly” tools – maybe special edition versions of some of Lowe’s Kobalt tools.
MrBeast, if you’re unaware, is a social media influencer and content creator that is frequently embroiled in controversy.
Advertisement
Now, he’s the face of Lowe’s new influencer marketing program.
Lowe’s is also apparently having red-vested workers build “Beast City” for “Beast Games.”
This is all part of a new “Lowe’s Creator Network” with Home Depot’s biggest competitor aiming to “expand its presence across social feeds nationwide.”
Lowe’s says:
From training resources to product samples and self-serve storefronts, we’re giving creators the resources to produce content they know their audiences will want to see.
Regarding Mr Beast:
Advertisement
The building of BeastCity marks the first of many landmark projects between Lowe’s and MrBeast, with future content collaborations anticipated.
While they say “content collaborations,” I wonder if this means we’re going to see MrBeast’s face around Lowe’s stores, as his company does put their name on many different product lines. MrBeast 2x4s, anyone? MrBeast cordless power tools?
Admittedly, the potential branding sounds cute. BEASTLY wrench, anyone? Beastly tools, in line with MrBeast’s “Lunchly” Luncheables-like snack packs, sounds plausible.
Beastly modular tool boxes? Maybe.
Lowe’s is promising influencers commissions of “up to 20%,” a chance at “product samples and project funding,” as well as “special campaigns and flat-fee sponsorships.”
Lowe’s stores are understaffed, filthy with everything covered in a fine layer of gritty dust, prices have gone up, and I feel their tool selection has gotten worse.
But they have the space for sparklers.
And man soap.
And the money to partner with MrBeast and send workers off to build MrBeast’s streaming reality TV show sets.
Lowe’s and their brands – such as Kobalt – have become utterly inept at media support. Their complete lack of effort is shockingly bad for a company with over $80 billion in annual revenue.
But thank goodness they partnered with Mr Beast to promote a new “content creator” program for influencers.
Every time I’m frustrated with Lowe’s, something you’d think I’d be used to by now, I’m going to think “well, at least they’re giving more buckets of cash to Mr Beast.”
We don’t have to wonder how Lowe’s workers are taking the news – there’s already a post in an online community lamenting “this is why we don’t get raises.”
Lowe’s official announcement is true to their penchant for buzz words:
Lowe’s Taps Creator Economy to Launch First Home Improvement Creator Network, with MrBeast Among the First to Join
Similar to their investment in “the MetaVerse” and NFTs, this seems like a way to convince Lowe’s investors that the company is progressive. They’ve obviously paid MrBeast handsomely, and there are undoubtedly going to be influencers signing up for the chance at paid partnerships.
Lowe’s quietly stripped down their military discount a few years ago, but they found the cash to partner with MrBeast.
Robert
I will happily say I was unaware of Mr. Beast.
Every time I read “influencer” I cringe. I just don’t see ‘influencers” as a healthy socialital trend, the opposite of teaching critical thinking in the eduction system.
lee Hopkins
AMEN
Stuart
The concept has been around for a long time. Before “influencers” there were “brand ambassadors.” Now, “influencer marketing” encompasses any/all content creators. In most marketers’ eyes, I/ToolGuyd am an “influencer.”
Just like influencers choose the type of content they create, and how they approach their relationship with an audience, everyone can choose what type of content they enjoy consuming, and the communities they participate in.
Scott K
I think the connotation is different. In my mind, a brand ambassador is someone a company works collaboratively with because they’re seen as an experienced person in some field – like a sponsored athlete vouching for a brand of baseball bat or a chef discussing knives. I don’t view many influencers as more knowledgeable in a field other than marketing and self-promotion. I think we use this term to cover a huge spectrum of relationships – some are mutually beneficial others offer sort term gains only.
While you have certainly “influenced” many of my tool purchases, I’ve benefitted from the insights and experiences you’ve shared. This isn’t a case of you racking up freebies, followers, and commissions before moving on to the next trendy thing which may be in an unrelated market.
Bonnie
Brand Ambassadors were never tied to expertise. As far as I know the term itself was first tied to college kids in the 90s paid to market products on campus. But the modern function was firmly established before the depression, and influencers as a whole can be traced back to at least renaissance courts and society.
Robert
To me there is a crucial distinction in content that is also reflected in style. Regardless of what marketeers may think, sites like yours, Stumpy Nubs, 731 Woodworks, etc., are informational. A particular outcome is not pushed. There’s a headline, by necessity, to summarize. But then the information is laid out fairly objectively, and the reader can, and (very importantly) are encouraged to make their own decision. “Influencers” by contrast, are set up to influence the audience, to push them towards a predetermined outcome.
Stuart
What I’m saying is that, even with distinctions in approach, what I do here is still considered part of “the creator economy” that is often generalized as being “influencer” matters.
It’s not all devoid of critical thinking.
Influencer content these days is pretty much anything that’s not produced by team organizations.
Single-person magazine? No, “influencer.” I eventually surrendered to the cold semantics.
Jim
HECK YEAH Robert.
Totally agree
Rx9
Seconded. AMEN.
TB
My kids watch some of his content. While there has been some mild controversy, he donates a LOT of money to good causes, and many of his episodes/vlogs (?) are about building clean water facilities in areas that don’t have the infrastructure or money.
I imagine this is where we’ll see some of the Lowe’s branding—breaking ground with a Kobalt 20v augur or something, as well as with some of his more frivolous content.
In terms of the “influencer” and healthy societal trends, unfortunately I can think of a few public figures who I consider nothing more than glorified influencers that are far more damaging to education and critical thinking that we should be more concerned with and expecting more from.
Jason
Lowe’s For a long time has seemed much more concerned about chasing the next trend from NFT to the meta-verse than just providing services and products their core customers want.
If you’re 7Brew, TikTok can bring you a lot of business. When you’re a retail giant I don’t think YouTubers are helping your quarterlies. At that, I’d think someone like Dude Dad or YouBetcha would hit a better demographic albeit less reach. Does Mr Beast still have the same draw?
PW
Mr. Beast has incredible draw for children – check in with the under-18 set to learn more. My kids are drawn to his brain damaging “content” like a moth to a flame.
Unfortunately, children are not in a position to purchase tools. And by the time they are, Lowe’s will have moved on to some other moronic idea.
ITCD
Or they get set on Brand X, and by then Lowe’s has already ditched X. Maybe there’s more stability these days, haven’t been to one in a while, but Knipex and Wiha and all them seemed quite short lived. SK showed up for a Christmas special and then skedaddled. I think the in-store Fluke is also gone too.
Brad
That got a laugh out of me, thanks.
Dude Dad = 858K subscribers
YouBetcha = 888K subscribers
MrBeast = 404M subscribers
Jason
I’m in no means comparing the reach of those type of influencers, which is why I said “would hit a better demographic albeit less reach”
1. Studies show people are 70-80% more likely to *act* on the recommendation of a micro influencer
2. You’re probably talking low 5 figure endorsement deals vs. 8 figure for Mr beast.
3. Lowe’s doesn’t need brand awareness, they need customers. I’d hire 50 influencers at that range before spending that much on one big name
4. I saw some lunchables or whatever he was launching so there’s clearly a draw for wanting to get into CPG. I’m all for the influencer advertising but the gimmicky products scream clearance by fall
Stuart
The problem is, so many “micro influencers” change how they do things soon after free samples, money, etc, land in their hand or pocket.
eddiesky
MrBeast gives away alot of cash. But also, there is now controversy with his “shows” and events that while some sound far fetched, one or two are cringe-worthy and I won’t let my kids follow this guy.
Now Ms Rachel… I cannot get my great-niece from not watching her!
LOL! Influencers…sheep of marketing leading sheep of views.
PS I refuse to buy ANYTHING anymore from Lowes. They lost me (locally).
Bonnie
McDonalds and Coca Cola learned long ago that simply planting your brand flag into young minds bears fruit for the rest of their life.
Leo B.
Yikes.
PW
Incredible. Just incredible. This retail group is constantly plumbing new lows for brand tie-ups. It feels like the half-life of their commitment to any tool brand shrinks with each quarter.
What personally annoys me about this tie-up is that they don’t even look like good tools. In a couple quarters, Lowe’s crack-fueled executives will have moved on to another hair-brained scheme, and these will be on clearance. But unlike say C-man V-series, Knipex, Lenox, P-C, Shopsmith or even Skil – these won’t even be worth buying on clearance.
I really think Lowe’s inability to maintain focus hurts them. If I see a tool brand at Home Depot, especially one they’re pushing, I have reasonable confidence it’ll be around. If I see a tool brand at Lowe’s, I just assume it’ll be gone like a fart in the wind, taking any accessories, expansions, or sibling products with it.
Stuart
As mentioned in the post, these aren’t actual products – it’s the likes of what I predict we’ll see as part of their partnership and collaboration. MrBeast seems big on products at retail stores (e.g. Feastables, Lunchly) that a Beastly line of tools sounds plausible.
But their partnership is very much real.
PW
Ah, I didn’t read too carefully. I saw “Mr Beast” and my distaste took over.
That makes even less sense to me, and even more rudderless as a strategy.
JMJR
Lowe’s has jumped the shark
Wayne R.
Mr. Beast and dog-bone wrenches seem like a pretty good fit.
Josephus
I checked, it’s not April.
Did Lowes marketing hire some of Bosch’s EU marketing department for US work?
Do many kids make tool purchasing decisions for their contractor jobs? I thought child labor was still illegal. The ones young enough to soak up YouTube “content” I mean.
Nathan
Match made in heaven………. .
Meh. I shop Lowe’s on line and rarely cross their door. Same is mostly true of home depot.
My kids watch some of the mr beast stuff and meh. I see this more of a beast marketing for Lowe’s in his videos.
Clay
It’s a bold strategy, Cotton. Let’s see if it pays off for ’em.
OldDominionDIYer
Lowes is crumbling right before our eyes. It’s my narrow view that the majority of tradesmen and particularly the youth entering into these trades are not attracted to this type of content in social media. Whoever is steering their plan is completely out of touch in my opinion, but it is, in a unique way, hilarious to watch from a distance.
Epic Fail!
Joe E.
Nobody asked for this.
Scotty.
I also stopped reading when I saw “MrBeast”. Hey Lowes, any association with MB will make me LESS likely to spend a dollar at your store.
Eric
Yeah, that’s what I don’t get, he’s just as likely to turn off already regular customers as he is to attract new ones. I would think someone like Mark Rober (if he was willing) would make a lot more sense. He has a clean image for starters. It would also be easy to sponsor some of his projects. They could also sell his build kits at their stores and even have tie in events related to them to get kids and their parents into the stores to build those kits or other little projects.
Ciccio
All influencers are getting kickbacks from tool manufacturers, restaurants, camera brands or fashion designers and so on and so on, right ?
How can you really trust someone who talk, write and recommend a product, if he/she get money, commission or samples from the product manufacturer ?
Is always be either way an “Awesome Product” or “i cannot believe i’ ve been all this time without it”
LOL
No one is excluded because, “influencers”, make money this way.
Anyway, this are my 2 cents.
MM
“Influencer” just means someone with a big audience, they are not necessarily sponsored, though in situations like this where a given brand hires someone they are.
It’s annoying but it’s not new. Newspaper and magazine editors/authors and TV personalities like Norm Abram or Bob Vila were influencers of their day, and advertisers have used celebrities to endorse products since forever. A lot of people used to get information from magazine articles reviewing products. I remember reading loads of those back in the days before the internet. Thinking back, it was conspicuous that a magazine would rarely print a bad review of a product even if it truly stank, probably because there was an unwritten understanding that advertising money and ‘evaluation samples’ would flow freely so long as the reviews were favorable. It’s clear a lot of youtube channels work like that. But more objective influencers certainly exist though. I’d call “Project Farm” and “Torque Test Channel” both influencers, even though neither one is sponsored and their testing, while sometimes imperfect, is a lot more objective than most.
Stuart
Not really, but ALWAYS ASSUME THAT unless you grow convinced over time of otherwise.
Even here, don’t automatically trust me. Vet and challenge anything I say, and always question my motives.
You’re also describing clickbait, and the problem there is that it’s effective, and the absence of which is not.
Lowe’s new program could be problematic because it offers *the chance* at support, sponsorship, samples, etc. So, you’re likely going to see a lot of influencers pandering for that.
Scott F
Is Lowe’s website still the worst thing ever? Getting that right sided seems more important in 2025 than much anything.
Curious to what extent MB will go out of his way to praise Lowe’s in his programs versus Lowe’s plastering his name all over on their turf. I think the former could have a 10 year lagged positive impact because his audiences are childishly impressionable (no pun intended) – but that expects Lowe’s to be around in 10+ years when today’s younger generation is of home improvement store age.
Really, this is a waste of time and money, and I agree with all of the others who posted before me what a joke Lowe’s is.
Bonnie
Donaldson seems to be branching out to an older audience. There’s another collab with James Patterson of all people.
Chris
I always wondered what “rock bottom” looked like for retail collabs. Turns out, it’s Lowe’s and MrBeast going full Beast Mode on my last shred of patience.
Sure, I get that Lowe’s wants to attract younger customers, but let’s be honest. Most of MrBeast’s audience isn’t shopping for lumber, tools, or appliances. They’re there for the spectacle and free giveaways, not for picking out tile grout.
If Lowe’s wants to grow its customer base, maybe start by giving current shoppers real reasons to rave about the brand. Associates who actually help, pricing that meets or beats expectations, and products that stick around longer than a season would go further than any YouTuber partnership. Instead, they keep pushing brands and items that get discontinued in a year or two, make lifetime warranties a hassle, and cut back on customer service.
But at least we’ll have viral videos to distract us while we wait for someone, anyone, to show up in the lumber aisle.
Roger
Is this the 2025 SUPREME brick?
Saulac
No Stuart. Everything about Lowe’s is a joke.
KMR
Stuart should only publish Lowes and Craftsman related posts on April 1st from now on. I’ll take the content more seriously on that date.
xkrfan
Yeah, why is it that all the tools are covered in dust and dirt. First thing I have to do when I get home is wash stuff. The Bosch section looks like a table of used tools at a flea market and I have to look in 7 areas of the store to see all the Klein offerings.
Richard Miller
I used to like Lowe’s. I now avoid them if at all possible. They have gotten greedy while their service and stores have deteriorated. Their prices on some products has gotten ridiculous. I could often go to mom & pop hardware stores and buy PVC fittings for less than Lowe’s. Screw Lowe’s.
If you’re not clear how I feel about Lowe’s, let me know. I’ll happily clarify.
Jim Felt
Ah come on. Don’t be bashful. What do you really think about them?
TN
When I bought my home, I was constantly going to Lowes and Home Depot. I learned, after spending hard earned money, Home Depot caters to my needs more since their selections are more pro-grade. I’ll only step into a lowes if I can find an absolute deal on something (ie. v-series stuff on sale last holiday).
But mainly, it’s just Home Depot or Harbor Freight for me.
Jack D
This is actually a pretty good gamble. My son and his friends are all starting to buy homes, and move on to the next phase in their lives. They’re the ones who love watching Beast’s productions. (I’ve even chortled at a few myself along the way.)
Targeting this demographic has huge potential for a payoff down the line, and hopefully they make some changes to keep them long term.
MichaelT
I suspect you’ve struck the mark here. This is a long game play that could pay off later just because of a “now” association.
Steven Phillips
Oh this will have the pros lined up outside every morning just breaking down the door to get in when they open. Aaand the homeowners are going to take the YouTube guy their teens watch so seriously too when they see his “recommendations” and his smiling face. Plus those kids watching his videos, they’re right in the Lowe’s core customer demographic too. This is going to work so well for them.
Investors: SELL! SELL! SELL!
kent_skinner
There’s plenty of good content creators out there, but anybody willing to put their name on the “wrench” is just in it for the money. Pure garbage – really who would ever use that wrench?
What an absolute joke. I never go to Lowes, and this is just one more reason to ignore them.
I remember when they were considered to be “clean Home Depot”, but HD cleaned up their act and Lowes drove off the rails. Oh well.
ElectroAtletico
Lowe’s has become a place for middle-aged women and whinny electricians. I’ll stick with the Depot, Supply Houses, and Harbor Freight.
Katie
Sorry to see this because in an area that I often stay, there is no Home Depot or Menards, only Lowe’s. I must say, the employees there are very helpful and not hard to find. It’s a fairly rural area, with a small city. This store is often out of stock on a variety of things. I don’t notice that it’s filthy or understaffed, I think they make the effort.
Mopar
I’ve mentioned this before. My local Lowe’s and Home Depot literally are on opposite ends of the same mega-shopping complex.
The difference is easy to see, and striking.
Lowe’s parking lot is usually almost empty aside from a few homeless people living in an RV and truck that have been there for many months. Inside is dark, and reeks of despair. Depot is the polar opposite.
A few weeks ago, a friend asked if I pick up a small order for her at Lowe’s since I was driving right past there. She ordered/paid online, and named me as the pickup person. I figured I would grab something I needed while there, but after it took a solid hour to get her $12 order, I left with that and drove a few thousand feet to get what I needed at the bright and cheerful big orange store.
Every time I say never again, they suck me back in with some great deal, but usually it only takes a few visits before they remind me why they suck.
SamR
I think this is a purely marketing driven effort by Mr. Best (an entertainment company).
Lowe’s adds no value and may deter professionals and pro customers from considering it their top choice for purchasing tools!
Cody
I wish Menards and Home Depot would expand into my area–they’d literally eat Lowe’s lunch. I went to a Home Depot a couple of times when I was regularly visting a city that had one–they were way better than Lowe’s–even 15 years back.
Lowe’s here is lucky if they man more than two checkouts (and those being Pro desk and the one in the garden center). I will often have to stand around for hours waiting for someone to help with something. I’ve not been impressed with the tools either–Harbor Freight tends to make better stuff for less. If I want USA–industrial supply stores.
Meanwhile–I can drive ten minutes more up to Ace (which also has a huge lumberyard), and if they don’t have what I need–three auto parts stores, an Applied Industrial branch, and a State Electric Supply are on the same street–thus, chances are, I’ll get what I need quickly.
I don’t see the point in this, at all. Makes even less sense than that Lionel Messi deal last year. The overpriced Mr. Beast branded items at my Walmart aren’t selling.
On the other hand, I just ordered the Kobalt Toolcheck clone thanks you. I honestly don’t see what this guy would have to do with Lowe’s at all.