Pioneering Awards: Glidden Gets You Going
August 2009
Glidden Gets You Going Campaign: Launched June 25th
Insights
• The DIY “help me find my style” (HMFMS) consumer is excited about painting but gets overwhelmed by the process and gets stuck
• If consumers experience the brand it makes it easier for them to convert – 85% of consumers will buy your paint brand if you get a chip with a color they like in their hand
Challenge
• Introduce the DIY market to the newly reformulated Glidden Paint
• Get consumers to insist on Glidden at POS
Implementation
● Communications model:
● Disrupt (change existing perceptions) and
● Activate (send them to stores asking for Glidden)
● Launched with National Paint Giveaway to generate buzz and encourage trial/advocacy
● Broadcast through TV, press, online, social
● Use media to make painting easy with Glidden
● National TV with “You don’t have to be a painter to paint” spots
● TV vignettes showcasing tools and color centers
● Magazine “chipvertising” to put chips in hands
● Pop-up paint centers moving through NYC parks and public areas (Times Square, Battery park, Union Square, Madison Square Park, Grand Central, etc)
● Online creative showcasing product/brand benefits
● Original, How-To video content featured online
Idea
• Re-launch Glidden as the catalyst that makes painting delightfully easy for the DIY HMFMS consumer…
• By providing them with simple solutions that make it easy to get going with Glidden
tacticsGlidden Gets You Going vignettes
Custom vignettes on networks like HGTV and DIY demonstrated how easy it is to get going with Glidden
tactics
Chipvertising in magazines We inserted themed paint chips in magazines
Tear them out to see how a color looks on the wall and bring directly
to The Home Depot
tactics
Cover pouch
Glidden cover insert in September House Beautiful
Front of insert = editorial color advice
Back of insert = Glidden Top 10 Harvest Colors
tactics
NYC Mojito paint kiosks
Consumers could take colored paint chips of their choice
directly to The Home Depot
Pop-up paint centers and street teams demonstrating the new Glidden tools and color
center moved throughout NYC all summer
tactics
digitalAligning Glidden launch with the re-launch of DIYNetwork.com
tactics
digital
Content Sponsorship w/ Product Integration
results
National Paint Giveaway
● Reached client’s 8 day goal (320,000 quarts of paint) in 3 days
● Sparked significant social chatter around a once-dormant brand
● 72 hours following launch, Glidden Paint Giveaway reached # 4 hottest search on Google and # 5 search on Twitter
Conversations spiked at 1,148 during the Giveaway
Total Conversations 2,963 June 8th-July 8th
results
All over the twitter-sphere
results
Press coverage
NYT advertising column features House Beautiful
cover unit execution
resultsGlidden sales
● The week following launch was the highest single sales week in 9 years
● Sales of Glidden at The Home Depot are way ahead of last year, both nationally and in all of our top 10 sales markets
Market
Glidden Sales at The Home Depot – Increase Versus Previous Year*
Total U.S. 18.8%
California 20.6%
Florida 13.3%
Georgia 15.5%
Illinois 27.3%
Michigan 25.8%
North Carolina 19.2%
New York 27.0%
Ohio 11.8%
Pennsylvania 23.5%
Texas 20.3%
*Based on 4 week period following campaign launch compared to same period in 2008