Campaign Builds Lowes’ Facebook Following

WINSTON-SALEM, N.C. — An innovative social media campaign built Lowes Foods’ Facebook fan base and raised almost $900 for local humane societies.

Lowes pledged to donate $2 to local humane societies for each new fan who joined its Facebook page for a one-month period ending June 7. Lowes gained 442 fans during the campaign.

“So, we will be donating $884 to local humane societies and SPCAs because of all your efforts. Thanks for joining!” Lowes wrote on its Facebook page Tuesday.

The Facebook promotion ran in cooperation with another pet-themed campaign. During the month of May, 1% of all Paws Premium private-label pet product sales in Lowes Foods stores were donated to humane societies, like Association for the Society for the Prevention of Cruelty to Animals.

Marketed as a national-brand equivalent, Paws Premium is a Topco Associates brand that includes 35 varieties of dry and wet food, as well as treats, toys and accessories.