Jiahui Fu

Amazon is an American electronic commerce and cloud computing company based in Seattle, Washington, and that was founded by Jeff Bezos in 1994. The Amazon.com started as an online bookstore and later diversified to sell video downloads/streaming, software, video games, electronic, furniture, food, and so on. In 2015, Amazon became the most valuable retailer in the U.S. by market capitalization, and it became the second most valuable public company in the word. ( https://en.wikipedia.org/wiki/Amazon_(company) ) Embracing the groundswell  The organization could create products or services with customer driven innovation.  Customers are directly connected with products or services, their feelings are best feedback of products and service, so customers' suggestions are more practical for product users. On Twitter, there is an official Amazon Help account which aim to answer Amazon support questions 7 days a week. And this support is available in some different languages...

Background and Introduction  Lowe’s is the second largest home improvement retailer in the world and they’re in the business of providing “how to“ tips ( http://vinefixinsix-entry.com/ ). Lowe’s (through hired a advertising agency BBDO New York) has a history of using creative, DIY video formats in their social media campaigns. Lowe’s used Vine as a way to bring useful home improvement techniques to life. Using stop-motion animation techniques, Lowe’s created over 50 six-second films that were as entertaining as they were useful, that is “ Low’s Fix in Six ”.  Social Networks Lowe's used social platforms such as Instagram, twitter, Vines, Snapchat , etc for release their videos. Lowe's and BBDO shows creativity of using video apps, that attract more people pay attention to Lowe's, especially Millennials. Lowe's believed that six-second social video would be an ideal way for them to help Millennials enter the world of home improvement with m...