Phd Casestudy


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Phd Casestudy

  1. 1. Pioneering Awards: Glidden Gets You Going<br />August 2009<br />
  2. 2. Glidden Gets You Going Campaign: Launched June 25th<br />Challenge<br /><ul><li>Introduce the DIY market to the newly reformulated Glidden Paint
  3. 3. Get consumers to insist on Glidden at POS</li></ul>Implementation<br /><ul><li>Communications model:
  4. 4. Disrupt (change existing perceptions) and
  5. 5. Activate (send them to stores asking for Glidden)
  6. 6. Launched with National Paint Giveaway to generate buzz and encourage trial/advocacy
  7. 7. Broadcast through TV, press, online, social
  8. 8. Use media to make painting easy with Glidden
  9. 9. National TV with “You don’t have to be a painter to paint” spots
  10. 10. TV vignettes showcasing tools and color centers
  11. 11. Magazine “chipvertising” to put chips in hands
  12. 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. 13. Online creative showcasing product/brand benefits
  14. 14. Original, How-To video content featured online</li></ul>Insights<br /><ul><li>The DIY “help me find my style” (HMFMS) consumer is excited about painting but gets overwhelmed by the process and gets stuck
  15. 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</li></ul>Idea<br /><ul><li>Re-launch Glidden as the catalyst that makes painting delightfully easy for the DIY HMFMS consumer…
  16. 16. By providing them with simple solutions that make it easy to get going with Glidden</li></li></ul><li>tactics<br />Glidden Gets You Going vignettes<br />Custom vignettes on networks like HGTV and DIY demonstrated how easy it is to get going with Glidden <br />
  17. 17. tactics<br />Chipvertising in magazines<br />We inserted themed paint chips in magazines<br />Tear them out to see how a color looks on the wall and bring directly to The Home Depot<br />
  18. 18. tactics<br />Front of insert = editorial color advice<br />Cover pouch<br />Glidden cover insert in September House Beautiful<br />Back of insert = Glidden Top 10 Harvest Colors<br />
  19. 19. Pop-up paint centers and street teams demonstrating the new Gliddentools and color center moved throughout NYC all summer<br />tactics<br />NYC Mojito paint kiosks<br />Consumers could take colored paint chips of their choice directly to The Home Depot<br />
  20. 20. tactics<br />digital<br />Aligning Glidden launch with the re-launch of<br />
  21. 21. tactics<br />digital<br />Content Sponsorship w/ Product Integration<br />
  22. 22. results<br />National Paint Giveaway<br /><ul><li>Reached client’s 8 day goal (320,000 quarts of paint) in 3 days
  23. 23. Sparked significant social chatter around a once-dormant brand
  24. 24. 72 hours following launch, Glidden Paint Giveaway reached # 4 hottest search on Google and # 5 search on Twitter</li></ul>Conversations spiked at 1,148 during the Giveaway<br />Total Conversations 2,963 <br />June 8th-July 8th<br />
  25. 25. results<br />All over the twitter-sphere<br />
  26. 26. results<br />NYT advertising column features House Beautiful cover unit execution <br />Press coverage<br />
  27. 27. results<br />Glidden sales<br /><ul><li>The week following launch was the highest single sales week in 9 years
  28. 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</li></ul>  <br />*Based on 4 week period following campaign launch compared to same period in 2008 <br />