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Phd Casestudy

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Transcript

  • 1. Pioneering Awards: Glidden Gets You Going
    August 2009
  • 2. Glidden Gets You Going Campaign: Launched June 25th
    Challenge
    • Introduce the DIY market to the newly reformulated Glidden Paint
    • 3. Get consumers to insist on Glidden at POS
    Implementation
    • Communications model:
    • 4. Disrupt (change existing perceptions) and
    • 5. Activate (send them to stores asking for Glidden)
    • 6. Launched with National Paint Giveaway to generate buzz and encourage trial/advocacy
    • 7. Broadcast through TV, press, online, social
    • 8. Use media to make painting easy with Glidden
    • 9. National TV with “You don’t have to be a painter to paint” spots
    • 10. TV vignettes showcasing tools and color centers
    • 11. Magazine “chipvertising” to put chips in hands
    • 12. Pop-up paint centers moving through NYC parks and public areas (Times Square, Battery park, Union Square, Madison Square Park, Grand Central, etc)
    • 13. Online creative showcasing product/brand benefits
    • 14. Original, How-To video content featured online
    Insights
    • The DIY “help me find my style” (HMFMS) consumer is excited about painting but gets overwhelmed by the process and gets stuck
    • 15. 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
    Idea
    • Re-launch Glidden as the catalyst that makes painting delightfully easy for the DIY HMFMS consumer…
    • 16. By providing them with simple solutions that make it easy to get going with Glidden
  • tactics
    Glidden Gets You Going vignettes
    Custom vignettes on networks like HGTV and DIY demonstrated how easy it is to get going with Glidden
  • 17. 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
  • 18. tactics
    Front of insert = editorial color advice
    Cover pouch
    Glidden cover insert in September House Beautiful
    Back of insert = Glidden Top 10 Harvest Colors
  • 19. Pop-up paint centers and street teams demonstrating the new Gliddentools and color center moved throughout NYC all summer
    tactics
    NYC Mojito paint kiosks
    Consumers could take colored paint chips of their choice directly to The Home Depot
  • 20. tactics
    digital
    Aligning Glidden launch with the re-launch of DIYNetwork.com
  • 21. tactics
    digital
    Content Sponsorship w/ Product Integration
  • 22. results
    National Paint Giveaway
    • Reached client’s 8 day goal (320,000 quarts of paint) in 3 days
    • 23. Sparked significant social chatter around a once-dormant brand
    • 24. 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
  • 25. results
    All over the twitter-sphere
  • 26. results
    NYT advertising column features House Beautiful cover unit execution
    Press coverage
  • 27. results
    Glidden sales
    • The week following launch was the highest single sales week in 9 years
    • 28. Sales of Glidden at The Home Depot are way ahead of last year, both nationally and in all of our top 10 sales markets
      
    *Based on 4 week period following campaign launch compared to same period in 2008