Rust-Oleum® is the leading competitor in spray paint, and they’re expanding their targeting to the crafter audience – a customer group primarily maintained by Krylon®. Plus, they outspend Krylon in total advertising 2:1.
Build three webisodes based upon the triangulation of consumer search, consumer social and product inputs to tell stories of superior performance through the completion of projects. Develop many pieces of content, big and small, for immediate distribution and long-term value across multiple paid and owned touchpoints and through partnership with DIY and crafter influencers:
When you deliver content that connects on the consumer's terms and delivers the necessary value the brand needs, the results are impressive: