Sherwin-Williams

And you think you've got a "honey do" list.

MT-Slider_1680x1000_Krylon24-1.jpg
MT-Slider_1680x1000_Krylon24-2.jpg
MT-Slider_1680x1000_Krylon24-3.jpg
MT-Slider_1680x1000_Krylon24-4.jpg

The Challenge

When Krylon® brand came to Marcus Thomas to introduce its new ColorMaster with durable Covermax® technology spray paint, we knew we’d need to highlight the product’s new EZ Touch 360° Dial Spray Tip, its longer recoat window and shorter dry times, but we also knew we’d better come with a boatload of project content. And an attractive handyperson. But if all we did was generate projects, we’d still need to drive an audience to the projects – and money was tight.

The Solution

What if we launched Krylon ColorMaster by creating projects for crafters and DIYers, assisted by bloggers, and produced it as a live social event? A show, tell and share strategy. Even better – what if we made it a live event that demonstrated Krylon’s 360◦ tip, longer recoat window, great colors and quick dry times? 

If you can demonstrate the benefits of a new product, it’s a good launch. Produce lots of great project video content too and you’ve got a winner on your hands. Generate nearly 190.5 million impressions (and counting) while you’re doing it, and you’ve got a social media grand slam.

The Results

In 11 days, from tease to the completion of its 24th project, the Krylon ColorMaster Challenge garnered an estimated 190.5 million total impressions, including:

  • 700,000+ minutes video watched
  • 14 minutes average viewing time 
  • 17.9 million paid impressions 6.3 million social media impressions
  • 11.9 million SMT impressions 
  • 60,000 visits to the campaign microsite
  • 6,100 projects viewed
  • 2,500 project downloads
  • 26 videos created for future use on the brand-owned YouTube channel
  • Secured coverage on nationally syndicated TV programs, airing in more than 400 markets, including “The Daily Buzz” and “NewsWatch”
  • Additional news coverage seen in Crain’s Cleveland Business, National Hardware Show Industry Edge and Marketing Daily 

Highlighted in Bulldog Reporter, “Content Marketing for Social Media: 2013’s Top Digital/Social Agency Shares Its Most Successful Content Model of the Year”

Related Work

Sherwin-Williams

Can your app turn music into color?

Goo Gone

It's time to talk dirty.

Metrie

If walls could talk.

Troy-Bilt

A grass-roots DIY show drives 7.5% sales lift.

Share
Tweet
Share
Email