12
Pioneering Awards: Glidden Gets You Going August 2009

Phd Casestudy

  • Upload
    ian

  • View
    592

  • Download
    0

Embed Size (px)

DESCRIPTION

 

Citation preview

Page 1: Phd Casestudy

Pioneering Awards: Glidden Gets You Going

August 2009

Page 2: Phd Casestudy

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

Page 3: Phd Casestudy

tacticsGlidden Gets You Going vignettes

Custom vignettes on networks like HGTV and DIY demonstrated how easy it is to get going with Glidden

Page 4: Phd Casestudy

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

Page 5: Phd Casestudy

tactics

Cover pouch

Glidden cover insert in September House Beautiful

Front of insert = editorial color advice

Back of insert = Glidden Top 10 Harvest Colors

Page 6: Phd Casestudy

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

Page 7: Phd Casestudy

tactics

digitalAligning Glidden launch with the re-launch of DIYNetwork.com

Page 8: Phd Casestudy

tactics

digital

Content Sponsorship w/ Product Integration

Page 9: Phd Casestudy

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

Page 10: Phd Casestudy

results

All over the twitter-sphere

Page 11: Phd Casestudy

results

Press coverage

NYT advertising column features House Beautiful

cover unit execution

Page 12: Phd Casestudy

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