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Greatness begins with a tiny spark of inspiration. Francis Harrington Glidden possessed
one such spark when he launched a tiny furniture and piano varnish company, out of his
Cleveland home in 1875. Francis’ early persistence and vision allowed his company to
evolve into the national paint company it is today, providing millions of people with the
chance to initiate their own projects and means of self-expression.
Glidden’s journey has lit a spark of inspiration for us at Circle Advertising. We reside in
Orange County, and represent a hodgepodge of demographics and experiences with one
thing in common: the love of storytelling. Each year the National Student Advertising
Competition has been an opportunity to embrace this love and break boundaries to
ensure our client’s story is told.
We first worked with paint three years ago in our ‘Feel Free’ campaign for State Farm. In
bringing our ‘Get Covered’ promotion to life, we literally covered 500 Chapman students
with paint. The next year we learned about in-store activations for our retail client j.c.
penny. Last year, our NSAC client Nissan asked us to create a $100 million campaign for
multicultural millennial Americans.
At Circle Advertising, our previous campaigns are not just our history, but sources of
insight: Promotions with paint, In-store activations, Multicultural marketing.
By telling your story, we hope to share just a tiny spark of inspiration with your
customers. We are Circle Ad and, like Glidden, we work toward greatness.
EXECUTIVE SUMMARY
COMING FULL CIRCLE
RESEARCH
HEY, YOU, WANNA TAKE A SURVEY?
BIG IDEA
KIND OF A BIG DEAL
CAMPAIGN OVERVIEW
HONEY, LET’S JUST ASK FOR
DIRECTIONS
CYCLE ONE
ENERGIZE
CYCLE TWO
ENGAGE
CYCLE THREE
ESTABLISH
MEDIA
LIFE ON A DIME
PITCH & EVALUATION
DON’T MEAN A THING IF IT AIN’T
GOT RESULTS. DOOWOP!
TEAM & SPONSORS
#BOYCOTTSLEEP
EXECUTIVE SUMMARY
COMING FULL CIRCLE
3. | 43 |
Survey
respondents
from
41 states
Negative perceptions of Walmart
stores among the general public.
Category expertise among competitor
and substitute distribution channels.
Low frequency of painting occasions
throughout the year.
Specialty paint and home improvement
stores remain top-of-mind among DIY
shoppers.
Though Glidden’s brand recognition has increased since the launch in 2009 of "Glidden
Gets You Going," Glidden faces intense competition within the decorative paints
category. An exclusive partnership with Walmart will leverage Glidden as the most
widely distributed paint brand, but large perceptual gaps in quality, knowledge, and
service within Walmart stores serve as barriers to consideration and purchase among
our three target audiences.
The Challenge: Walmart for Paint for the Walmart Shopper
To develop an integrated campaign that tailors the Glidden brand voice to the Walmart
shopper in order to build recognition and instill trust in the Glidden Brilliance Collection.
We conducted primary research to tackle brand obstacles and create an encompassing
message that resonates with Glidden’s three target audiences. Through surveys, focus
groups, interviews, and observations, we examined their general brand perceptions,
lifestyle preferences, behaviors, and values. These insights shape the direction of
our campaign.
Define the gap between Glidden’s
performance within Walmart stores and
the benefits sought by target audiences.
Determine the motivation behind starting
DIY projects and the need to purchase
paint.
Examine consumer attitudes and
perceptions regarding the Glidden brand
and Walmart as a paint retailer.
Identify the main sources of influence
and key purchasing triggers among target
audiences.
General Insight Surveys
Warlocks & Witches
Inspiration Station
Lifestyle Observations
Walmart Observations
Personal Interviews
Focus Group Participants
RESEARCH OBJECTIVES
EVENT IMPRESSIONS
Glidden’s partnership with Walmart
stores offers the convenience of
one-stop shopping.
Glidden is currently the most
widely distributed paint brand in
the U.S.
Inexperienced painters are not
intimidated by the simplicity of
Glidden and the accessibility of
Walmart.
Glidden’s compelling backstory
builds trust with target audiences.
Low awareness of Glidden Paints
selection among Walmart shoppers.
The low-cost image of Walmart
translates into a low-quality
perception of Glidden paint.
There is a substantial disconnect
between Glidden’s promotional
efforts and Walmart as a retailer.
Current collateral materials do not
reflect Glidden’s brand image.
The PPG acquisition increases
potential growth for Glidden
within the U.S.
Economic recovery has stimulated
demand for new home purchases.
Partnership with Walmart stores
increases Glidden’s exposure to a
wider audience.
Growing popularity of DIY trends
throughout social media presents
opportunities for paint purchase.
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
808
552
327
214
015
062
078
PRIMARY| Opportunists
These value-driven multicultural
families are frequent Walmart and
Walmart paint prospects, making them
the primary focus of our campaign.
They are driven to make large impacts
through minimal investments. Life
changes present opportunities for DIY
projects and small room makeovers.
Purchasing triggers such as promotions
and discounts within Walmart stores
strengthen consideration. Shopping is
a family affair, and they are driven by
improving the livelihood of their family.
PAULA |27
Paula is a full-time nurse in Houston,
TX. She owns a home with her husband
and their daughter. Paula values her
family, multicultural heritage, and
upward mobility. In her free time, she
enjoys enhancing her family’s living
space through small DIY projects. Paula
paints to celebrate major life events
and finds inspiration primarily through
blog posts and online tutorials from
BlogHer.com.
SECONDARY | Enthusiasts
Female millennial DIYers are current
Walmart shoppers who seek value
purchases to meet their budget
constraints. They aim to add a personal
touch to their surroundings, but are
the least experienced with painting.
Inspiration is the driving force behind
their motivation to get started, but
confidence is the key to help them
complete a project.
GABBY | 23
Gabby is a recent university graduate
who rents an apartment in Atlanta, GA.
She has high career aspirations, and
strives to move up into a management
position at her current job. Her
interests revolve around pop culture,
fashion, and music while her values
revolve around family, heritage, and
self-expression. Gabby follows blogs
and Pinterest boards for inspiration, and
uses small paint and DIY projects as
creative outlets.
TERTIARY | Traditionalists
These older, Caucasian homeowners
typically shop at Walmart for the low
prices on everyday basics, but are loyal
to The Home Depot when it comes to
purchasing paint. They are the most
experienced with home decor projects,
but are driven by maintenance and
practicality rather than inspiration.
Mary | 62
Mary and her husband Phil recently
retired and live in St. Louis, MO. She
enjoys browsing Walmart for additions
to her home decor, visiting new places
with her husband, and spoiling her
grandchildren, on occasion. Mary values
family, religion, and tradition, and paints
to maintain her home.
PROBLEM STATEMENT TARGET AUDIENCES
SWOT ANALYSIS
Life Change,
Family Needs
Inspiration,
Media Influence
Renovating Occasion
Value
Affordability, Convenience
PURCHASE
TRIGGERS
GLIDDEN
BENEFITS
Impulse-Buys,
Spousal Influence
Entice with promotions and
in-store partnerships
OPPORTUNISTS
Present opportunities
for redecorating
MOTIVATION
STRATEGY
Personalization
Simplicity
Be at the origin of inspiration,
Serve as the "Guide"
TRADITIONALISTS
Maintenance, Updates
Trust
WALMART
BENEFITS
ENTHUSIASTS
Affordability, Convenience Affordability, Convenience
RESEARCH
HEY YOU, WANNA TAKE A SURVEY?
4. 5 | | 6
The availability and convenience of
Glidden within Walmart stores appeal to
the needs of our target audiences.
“I hate having to go to multiple
stores for anything, so it’s a
good idea for Walmart to sell
paint because you can place
your order and go grocery
shopping while you wait.”
Colleen, 32
BARRIERS
FOUNDATIONS
ROMPE
The Golden Circle
Before establishing the big idea, Circle Advertising immersed in a unique process that
allowed us to connect with our target audiences and break through the barriers.
Rompe, (pronounced rome-peh), derived from the Spanish word "to break," is a creative
process in which we analyzed research data, the paint market, current industry trends,
and creative executions.
Each member of Circle Advertising absorbed the visual inspiration presented on 44
research boards and 2 interactive stations. The true nature of Glidden and Walmart’s
brand identity, history, target audiences and future all came together as we developed
insights that would be the cornerstones of our campaign. The ideas inspired during
Rompe kicked off a four-day brainstorm session which would define the creative
direction for our big idea.
By building upon Glidden’s current "Glidden Gets You Going"
campaign, we will tailor our message to impact our target
audiences: Paula, Gabby, and Mary. After conducting in-depth
research into the brand preferences among these consumers, we
determined that companies with a defined purpose have higher
brand loyalty resulting in profit potential. This realization began
our pursuit to identify Glidden’s brand purpose.
In this pursuit, we came across Simon Sinek, the creator of The
Golden Circle and author of Start With Why: How Great Leaders
Inspire Everyone to Take Action. Sinek believes that every brand
must communicate starting with why–a motivating factor that
gives purpose to a brand’s existence. The Golden Circle is a
visual representation of this communication strategy which
begins from the inside out. Brands must first define their why in
order to determine their how and what.
Paula, Gabby, and Mary live in a cycle of influence between
their heritage, experiences, and the world that surrounds them.
Memories and experiences create waves of inspiration that are
reflected in their self-expression. They seek to make meaningful
impacts in their lives through simple acts, and Glidden provides
the tools for this expression, while Walmart provides the
opportunity.
With our research insights and The Golden Circle in mind, we
determined that Glidden differentiates itself by believing "self-
expression fosters human connection and enriches the present
moment."
Why does an
organization exist?
How does a company
function?
What does it sell?
Opportunists, Enthusiasts, and
Traditionalists are unable to identify the
Glidden brand position within the paint
market.
“The Glidden name sounds
familiar, but I don’t know
much about it.”
Katie, 24
The negative perception of the
atmosphere and service within Walmart
stores creates skepticism regarding the
quality of Glidden paints.
“I don’t mind shopping at
Walmart for the little things,
but I don’t know if I could trust
the quality of paint
sold there.”
Lynn, 57
Glidden’s value pricing aligns with target
audiences’ budgets.
“I would buy paint at Walmart
if they have similar choices at
a lower price.”
Lana, 20
Exclusive partnerships between
competitive brands such as Behr within
The Home Depot and Valspar within
Lowe’s overshadow Glidden within this
distribution channel.
“I would use Behr because my
family has always used them.”
Jessica, 18
Glidden differentiates itself by making the
painting process easy, uncomplicated, and
accessible to all skill levels.
“The Glidden commercial
made painting look easy, now I
want to paint!”
Ashley, 21
WEAK BRAND RECOGNITION
Accessible
LACK OF TRUST
Economical
Limited Home Improvement
Channel Advocacy
distinct brand position
RESEARCH
HEY YOU, WANNA TAKE A SURVEY?
5. | 87 |
Wholesome
We asked this seemingly simple question to our 808 survey respondents and received over 250 unique
responses ranging from "napa-diner-orange" to "tahiti-island-blue." It’s these unique responses that lead us to
identify why color matters to our survey respondents.
For Paula, Gabby, and Mary, a simple 8-pack of crayons doesn’t cut it. Their favorite colors bring to life the
seaside views from the first family road trip down the Pacific Coast Highway.
These small moments work to shape individuality and serve as inspiration for self-expression. When picking
a favorite color, it’s choosing a medium to convey character, personality, and heritage. Color is a way to create,
transform, enrich, inspire, and connect with the world around them.
With this driving force, Circle Advertising found a way to communicate this intentional repurposing of memory,
experience and self-expression. Our big idea? "Echo."
To communicate the concept of Echo to Paula, Gabby, and Mary, we developed our creative vision, greatness
starts small.
The best way for Echo to stay consistent with Walmart brand messaging is to reinforce value as a priority. It’s
about the little, everyday, actions that make a visible impact over time. Glidden provides the tools to transform
a space into something more representative of Paula, Gabby, and Mary’s personality, while Walmart provides the
opportunity.
The big idea
KIND OF A BIG DEAL
WHAT’S YOUR FAVORITE COLOR?
TONE:
TAGLINE: PAINT BEYOND YOUR WALLS
Paint Beyond Your Walls invites Paula, Gabby and Mary to re-experience a lasting moment, and encourages them
to enrich not only their own home, but the lives and communities of the people around them.
Confident Bold Lively
6. 9 | | 10
Paid media strategy will not include any TV, Radio, or Print media
placements. We feel media primarily consisting of in-store and
online activations will help raise targeted awareness for our
specific audience: Paula, Gabby, and Mary. Glidden will establish
a cohesive message that reaches across both in-store and online
mediums in order to effectively communicate a confident
brand voice.
Glidden’s online marketing campaign will establish Glidden as
a credible source on home decor and improvement in addition to
launching a cross-platform viral hub of inspiration for
target audiences.
Online Advertising
To increase brand presence, Glidden will place advertisements on
websites that draw a large percentage of its target audiences, such as
Walmart.com, RealSimple.com, DIYNetwork.com, HouseBeautiful.com,
ThisOldHouse.com, and BlogHer.com
Sponsored Content
Glidden will sponsor content on BlogHer to feature creative DIY projects
and provide readers with useful resources for home improvement and
interior design.
Webpage Takovers
Glidden will conduct takeovers on both the DIYNetwork and House
Beautiful webpages to substantially increase Glidden’s visibility among
its target audiences. These takeovers will include editorial content
that features striking interior design ideas accompanied by how-to’s for
readers to incorporate them into their home decor.
Google Adwords
To further bring Glidden to the forefront of our audience’s mind and
support Glidden’s growing web presence, we will place Glidden ads
through Google Adwords with keyword searches for "Walmart," "interior
paint," "Glidden," "DIY projects", and "how to paint."
Our owned media strategy will allow for Glidden to utilize
existing touch points to raise overall perception of the Glidden
brand in Walmart. In-store signage and collateral, as well as the
Glidden microsite, will serve as a cost-effective way for Glidden
to reach Paula, Gabby, and Mary.
Glidden will establish itself as the go-to brand for the most
sought-after questions and inspirational ideas for any home
project.
Microsite
Glidden’s microsite will communicate the "Paint Beyond Your Walls"
message. The site will act as a space where Paula, Gabby and Mary can
go for tools and tips on how to transform personal spaces into rooms
where moments are created. The microsite will empower visitors to
reflect their personal style within their home.
To spark inspiration within Paula, Gabby, and Mary, generate awareness of Walmart as a viable paint retailer, and build trust in the
Glidden Brilliance Collection, creative executions will convey a fresh, wholesome, yet bold tone. Our targeted five-month campaign
will be a strategic in-store effort across 120 Walmart stores in 17 markets that: energizes the Walmart customer by introducing
them to the Glidden and Walmart partnership, engages them with Glidden through interactive programs, and finally, establishes
trust in the Glidden Brilliance Collection.
Over 40% of our budget is dedicated to in-store promotions and advertisements to attract existing Walmart shoppers. We will also
employ a heavy online presence and mobile advertising to supplement partnerships. We feel that this specific mix of media will
maximize target outreach, and highlight Glidden as an innovative, fresh, and inspirational company in Walmart stores.
MEDIA STRATEGY
Our earned media strategy will aim to provide incentive for Paula,
Gabby, and Mary to engage with the Glidden brand in a personal
and meaningful way. Through relevant partnerships and contests,
we will encourage interaction on social media sites such as
Instagram, Twitter, and Pinterest with the objective of creating a
conversation between Paula, Gabby, and Mary and the
Glidden brand.
Overall Social Media Strategy
To embody echo and create a driving cycle between our in-store and
digital media executions, our campaign integrates two-way consumer
and brand interaction on Pinterest, Instagram, and Facebook, allowing
our targets to achieve greatness by absorbing inspiration and reflecting
it back into the world around them.
Pinterest Strategy
Glidden will capitalize on RealSimple.com and HouseBeautiful.com’s
robust media audience with engaging content on Facebook and
promotions on Pinterest. Glidden will provide inspiration and encourage
confidence by providing tips, how-to’s, and tutorials for all home decor
projects. Glidden will also use this medium to promote partnerships and
increase target audience interaction.
**see cycle 2 for more detailed description of Pinterest activation**
PR Earned Media Strategy
Through partnerships with brands such as MainStays, KitchenAid,
Play-Doh and Sally Hansen, Glidden will receive heightened exposure.
The Glidden Brilliance Collection will become more than just a paint
brand, but a source of inspiration and opportunity to increase value in
everyday experiences.
Interactive promotional events outside of Walmart, such as Inspiration
Station, will provide our targets with first-hand interactions with
Glidden paint, allowing them to experience the enjoyment and ease of
the painting process. Once Paula, Gabby, and Mary achieve confidence
to create and increase personal value, our PR initiatives will reinforce
Glidden as a creative partnership they can rely on to enhance the value
of their communities as well.
Our collaborative strategy will demonstrate Glidden’s mission to
inspire and empower Paula, Gabby, and Mary through a variety of
partnerships. These brand experiences will allow Paula, Gabby,
and Mary to interact with Glidden on a more personal level.
Partnerships will tailor awareness to each Paula, Gabby, and Mary,
respectively.
PARTNERSHIPS
BLOGHER.COM
The only Top 10 Women’s Web Property that provides viral distribution
of quality content and contextual brand messaging via digital, social,
mobile, video, in-person, and sampling activations, delivering
best-in-class multi-channel offerings in a single transaction.
Key content categories: DIY, Style (Fashion & Beauty), Parenting,
Entertainment, Lifestyle.
HOUSEBEAUTIFUL.COM
HouseBeautiful.com is building the biggest design library on the
web, inviting users to discover their style through a broader depth of
images, direct links to trusted resources, additional expert opinions, and
extended in-book features to choose the best for their homes.
DIYNETWORK.COM
It is the go-to website for the how-to information you need to make the
most out of your home, both inside and out. Contains a vast library of
content from DIY Network’s programs and experts that answer the most
sought-after questions and offer creative projects for do-it-yourself
enthusiasts.
More than 55,000 resources and over 10,000 short-form videos.
DIYNetwork.com provides the advice and inspiration to power the "can
do" attitude inside us all.
Offers quick and elective fixes for home, meals, celebrations, and
messes. Helps women navigate through money, friendships, family,
laughter, and love. Provides an inspiring and encouraging space.
PAID EARNED OWNED COLLABORATIVE
CAMPAIGN OVERVIEW
HONEY, LET’S JUST ASK FOR DIRECTIONS
Glidden gets you going.®
Paint beyond your walls
Glidden gets you going.®
Paint beyond your walls
7. 11 | | 12
"If you ever get to choose
between being lucky and
being smart, choose luck."
John F. Cooke
President, The Disney Channel
1985-1996
And boy were we lucky when Glidden aligned itself with two of the most powerful
brands in the world, Walmart and Disney. When we came across the exclusive line of
decorative Disney top coats and paints for Walmart, we had already been working on a
partnership with Disney’s upcoming Pixar film, The Good Dinosaur (May 2014).
The fact that this partnership came out as a surprise to us made it feel as if it was
a sign: There was no better way to start this campaign than with a huge in-store
partnership and promotion with The Good Dinosaur.
With the backing of a brand such as Disney, Glidden will attract and bring awareness
to young families and other target audiences, while also strengthening Glidden’s
recent alignment with the Disney Paint Collection exclusive to Walmart. Pixar’s broad
range of appeal makes The Good Dinosaur ideal for a partnership that garners national
awareness, but with punctuated in-store engagement of Paula, Gabby, and Mary.
IN-STORE STRATEGY
The Good Dinosaur and Glidden will take over select Walmart stores with dinosaur
footprint decals featuringa SnapTag that will connect to a interactive DinoVision app.
DinoVision App
The Good Dinosaur tells a story that answers the question, "What if the asteroid had
missed?" We decided to play off this story and create an augmented reality application.
When the snaptag is scanned by a mobile camera device, the augmented reality
experience will display dinosaurs existing in our world. In this case, dinosaurs finishing
up their Walmart shopping.
energize
Illuminate+Grow
Familiarize current Walmart Shoppers with the Glidden Brilliance Collection to introduce Walmart as a viable paint retailer for the
Walmart shoppers, Paula, Gabby and Mary, we rely heavily on in-store activations that drives recognition of the Glidden Brilliance
Collection within stores.
RECEIPT REVAMP
COMMERCIAL
For the entirety of the Energize cycle, Glidden will showcase the colors of their
Summer 2014 Collection on the backs of receipts within our targeted locations.
THE GOOD DINOSAUR
Release two, :15-second commercial
spots.
Activate Walmart homepage revamp.
Embed microsite within Glidden.com.
Play two, :15-second commercial spots on
checkout TVs.
Install shopping carts with heat activated
"mood" handle bars, and Glidden paint
swatches on flip seats. Copy will read,
"For inspiration about your color, go to the
paint aisle."
Implement endcap displays in paint aisle.
Modify conveyor belt with 3D paint
splatter decal.
Distribute Glidden in-store brochures.
ONLINE IN STORE
Dad is admiring painted wall and holding a
paint roller. Daughter enters frame.
Zoom in on picture frame.
Daughter fully enters frame. She is
pregnant.
When picture fills entire frame, transition
to live scene of daughter with her parents
on the beach.
Daughter places a picture frame on wall.
Glidden logo and tagline appear as action
continues in background.
Glidden Pinterest boards that feature
custom color palettes specific to
scenes from the movie.
The Good Dinosaur downloadable
coloring pages.
A chalkboard display using Great
Slate Chalkboard Paint will be on the
aisle end cap.
After two weeks, DIY tips will be
printed as an overlay of the paint
graphic.
After three weeks, Glidden Brilliance
Collection coupons will be printed on
the back as an overlay to transition into
Cycle two: Engage.
Additional Good Dinosaru Executions:
MEDIA LAUNCHES
8. 13 | | 14
One week before the event in each city, Glidden will take over
the Walmart Dollar section and fill it with materials for DIY
projects.
Information about The Inspiration Station will also be available
on the Inspiration Station blog, which will contain dates, photos,
updates, and everything about the event.
The Glidden sponsored Create with Heart initiative will support
the Make-A-Wish Foundation and bring communities together in
conjunction with the Inspiration Stations.
Engage
connect+activate
Jumpstart interactions between Paula, Gabby, and Mary and the Glidden Brilliance Collection to strengthen the Glidden brand belief.
Using social media and promotional events, we invite Paula, Gabby, and Mary to explore their creativity with tools provided by Glidden
and Walmart.
INSPIRATION STATION
DOLLAR Diy create with heart
FREE PRESS SUMMER MUSIC FESTIVAL
PINTEREST
#colorSOS
Inspiring others to inspire themselves.
We kick off the Inspiration Station tour in Houston, Texas and travel across our top 10 markets in the US. Two Glidden event
specialists, hired specifically for this execution, will set up interactive pop-up shops in Walmart parking lots. Stations will have
painting tutorials and opportunities to work with Glidden paint to fuel creativity and inspire confidence in the painting process.
30ft
Glidden Sample
Testing
DIY crafts
and seminars
Create with
Heart Booth
60ft
Our Inspiration Station tour will kickoff in Houston, Texas where we will join
Enthusiasts in sharing creativity and generating connections at the Free Press Summer
Music Festival. This year Glidden will transform the Color Slide, an annual highlight of
the festival, and create a new tradition, The Slide Challenge.
THE SLIDE CHALLENGE
In this challenge, teams will be awarded points based on their style, speed, and of
course, creativity. The winning team will be featured in a video broadcasted on the
Glidden microsite and promoted for wide social media reach.
Each member will be invited to leave their mark on a blank canvas after finishing their
race, creating an art installation that will hang inside Walmart to promote Glidden’s
products and environmental innovation.
Glidden will use Pinterest as a platform to serve as the source of
inspiration for Paula, Gabby, and Mary. In-store promotions will
encourage customers to visit Glidden’s Pinterest page to glean
and share inspiration.
Pinterest boards highlighting brand partnerships will promote
engagement, while boards featuring inspiration photos will drive
content from Glidden to the Pinterest community.
4TH OF JULY TAKEOVER
The 4th of July weekend marks 8.1% increase in foot traffic to retail
stores. To increase brand interaction with Paula, Gabby, and Mary during
this crucial weekend, Glidden will create the "Pin your city red, white,
and blue" Pinterest contest.
Glidden will partner with interior designer, Shannon Kaye and master craftsman, Steve Bull, from the
DIY Network show, Fresh Coat. Using Instagram as a two-way communication tool, these designers
will provide expert advice to motivate painters and reinforce the message that anyone can paint.
Embed microsite within Glidden.com.
Implement Facbeook sponsored stories
linked to microsite.
Activate Walmart homepage revamp.
Endcap displays in paint aisle.
Incorporate take home brochures near
checkout stand and collateral on DIY tips in
dollar section.
Modify conveyor belt with 3D paint splatter
decal.
Customize Glidden sponsored
advertisements on checkout television.
ONLINE IN STORE
Participants will put their creativity to a good cause to
create personalized, hand-drawn cards that will provide
encouragement for children with life-threatening illnesses.
Community members will watch a "wish wall" grow as
individuals add paint chips of well-wishes and inspiration to
children sponsored by the Make-A-Wish Foundation.
Wish walls will be transported to local children’s hospitals
to serve as art installations and colorful reminders that
greatness starts with the small act of love, to let a child
know they are not alone in their struggles–their community
and Glidden are right beside them, providing accents of joy in
their lives.
Participants will post a photo displaying an interior space they want to remodel
and use the hashtag, #colorSOS, along with a brief caption describing what
inspires them to recreate this space.
The designers will then collaborate to design a one-of-a-kind Glidden palette and
decor sample tailored for each Instagram post.
Shannon and Steve will leave a personal message on the original image directing
participants to view their professional design suggestions on the Glidden
Instagram profile.
MEDIA LAUNCHES
Collateral brochures with DIY tips, project ideas, how-to’s.
Dollar DIY craft supplies.
Information about the coming Inspiration Station tour.
9. 15 | | 16
By partnering with the non-profit, Keep America Beautiful,
Glidden will broaden its philanthropic efforts in target cities,
directly impacting local communities and the people that
call them home. The "Brush It Up!" initiative will encourage
communities to take action through Twitter. By simply taking
a photo of a community space that needs repainting and using
#GliddenBrushItUp, participants will have the opportunity to
receive materials for a Glidden Makeover.
MAINSTAYS
KITCHENAID
BRUSH IT UP
MEDIA LAUNCHES
PLAY-DOH
Glidden and Walmart Brand, MainStays, will collaborate on
ten limited edition candles with colors from Glidden’s Top Ten
Summer Colors.
Glidden will turn one individual’s dream into a reality with the
KitchenAid "Fresh Coat" Sweepstakes, sponsored by Glidden.
Online webpage takeovers and sponsored content on
outlets such as the Walmart Home Department pages and
RealSimple.com will promote the contest.
Glidden values expression through creativity in all
shapes and sizes. In order to foster expression within
the children and grandchildren of Opportunists and
Traditionalists, Glidden will team up with Play-Doh to
sell painting inspired Play-Doh accessories.
Establish
Motivate & Maintain
Enable a lasting connection between Glidden and target audiences through strategic partnerships that extend Glidden beyond paint.
Integration with products that Paula, Gabby and Mary already buy within Walmart will consistently remind them of Glidden’s presence
in the store.
Transform microsite into a tab on
Glidden.com.
Glidden advertisements on checkout TVs.
Impliment endcap displays in paint aisle
Modify conveyor belt with 3D paint
splatter decal.
Integrate Facebook sponsored stories
linked to microsite.
Transform microsite into tab on
Glidden.com.
Update in-store collateral and take home
brochures at checkout.
ONLINE IN STORE
SALLY HANSEN NAIL POLISH
In order to capitalize on the 51% of women who purchase beauty
products at Walmart, Glidden will launch a partnership with
Sally Hansen.
Two exclusive Glidden colors and one texture will be grouped
in complementary kits consumers are invited to mix and
match.
End cap featuring take-home collateral printed on paint
chips with tips for nail art designs. Materials to creative DIY
nail art found in Walmart will be grouped and sold from the
Sally Hansen end caps with the nail art how-to takeaways.
The scents will draw upon the same nature scenes presented
in online banner ads.
Limited edition scratch-and-sniff paint chips will reinforce
the association between color and memories by adding to the
sensory experience.
Vinyl end-caps showing KitchenAid paired with matching
Glidden paint.
In-store displays and promotions will drive shoppers to the
Glidden microsite, where they can enter to win $25,000
towards their dream kitchen.
Winners will be awarded a voucher for free Glidden paint that
can be picked up at their local Walmart.
Progress reports of these community projects will be
documented through tweets, photos, and editorials that will
be featured on the microsite.
Play-Doh containers modified to mirror the
Glidden Brilliance Collection packaging.
Play-Doh sculpting ‘paint brush’
Play-Doh palette board
10. 17 | | 18
SEATTLE, WA
SEATTLE, WA
CHICAGO, IL
ST LOIUS, MO
BOSTON, MA
YOUNGSTOWN, OH
OKLAHOMA CITY, OK
ATLANTA, GA
JACKSON, MS
AUSTIN, TX
DALLAS, TX
AUSTIN, TX
DALLAS, TX
LOS ANGELES, CA
PORTLAND, OR
PHILADEPHIA, PA
NEW ORLEANS, LA
DENVER, CO
PORTLAND, OR
DENVER, CO
OKLAHOMA CITY, OK
LOS ANGELES, CA
CHICAGO, IL
YOUNGSTOWN, OH
NEW ORLEANS, LA
BOSTON, MA
JACKSON, MS
ST LOIUS, MO
PHILADEPHIA, PA
LITTLE ROCK, AR
LITTLE ROCK, AR
HOUSTON, TX
HOUSTON, TX
ATLANTA, GA
St. Louis, MO
Missouri is known for
having a high rate of
Walmart store locations
in relationship to the
state size. Its proximity
to Arkansas, is a large
factor to this.
Little Rock, AR
The home state of
Walmart, Arkansas
boasts the most
Walmarts. Walmarts
account for 3.5% of
the entire Arkansas
employment.
Jackson, MS
Jackson is noted as one
of the top DIY cities
(Google Trends) and
also is in Mississippi,
one of the states that
has a high population of
Walmarts.
Youngstown, OH
Youngstown is also
a state that features
many DIYers.
Seattle, WA
Seattle is one of the top
cities that are trending
for creativity.
Los Angeles, CA
California is one of the
most populous states
due to its size, and
Walmart is trying to
take hold of the great
economic capabilities.
Houston, TX
Houston is also high
in creative trending
and is trending for DIY
projects.
Boston, MA
Boston is known to be
one of the most creative
cities. C’mon, Mark
Zuckerberg founded
Facebook here!
Atlanta, GA
Atlanta is trending in
creativity, features
the most searches for
competitors such as
Home Depot, and is the
location that has the
most ‘Glidden paint’
searches.
New Orleans, LA
A neighboring state to
Arkansas, Lousiana is
one of the most poor
states in America.
Walmart’s low prices
and high amounts
of stores increase
popularity in Lousiana.
Online
In-Store
Mobile
Events
Contests
Partnerships
Blogher.com
week of (starting Mondays)
DIY Network
Real Simple
House Beautiful
This Old House
Free Press
Walmart Homepage
Glidden.com Revamp
Microsite Homepage Takeover
Google SEO
Pinterest Partners
Check-out TV Commercials
Check-out TV DIY Tips
Cart Takeover
Conveyor Belts
Receipts
In-Store Pamphlets
Glidden Aisle Signage
Glidden End Caps
Sally Hansen End Caps
KitchenAid End Caps
The Good Dinosaur Parking Lot Decals
The Good Dinosaur Floor Decals
The Good Dinosaur Display
The Good Dinosaur Take-Home Stencils
July 4th Takeover Displays
Dollar DIY Displays
Dinovision
Digital Coloring Book
Inspiration Station
Instagram Contest
July 4th Pinterest
KitchenAid Contest
Sally Hansen
The Good Dinosaur
Free Press SF
Kitchen Aid
Keep America Beautiful
Sources: SRDS, Ad-ology, MRI, Google Analytics, Google Adwords, Quantcast, Clear Channel
Main Stay
Play-Doh
Commission
Contingency
28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22
CYCLE 1: ENERGIZE CYCLE 2: ENGAGE CYCLE 3: ESTABLISH
MAY JUNE JULY AUGUST SEPTEMBER
Cost Impressions
$3,360,000
$550,000
$440,000
$700,000
$800,000
$400,000
$10,000
$250,000
$0
$0
$60,000
$150,000
$41,366
$20,683
$8,000
$600,000
$420,000
$276,000
$16,800
$72,000
$18,000
$36,000
$20,000
$200,000
$110,000
$480,000
$1,200,000
$752,000
$120,000
$20,000
$100,000
$500,000
$500,000
$54,000
$36,000
$8,000
$10,000
$0
$0
$20,200
$0
$200,000
$342,000
$342,000
$904,200
$10,000,000
$4,270,849
68,392,349
7,800,000
1,248,000
45,000,000
1,200,000
1,028520
1,840,000
1,161,000
600,000
600,000
7,609,619
305,210
28,700,000
16,400,000
10,250,000
45,100,000
45,100,000
45,100,000
45,100,000
45,100,000
9,450,000
5,250,000
18,450,000
16,400,000
18,450,000
82,000,000
82,000,000
16,400,000
1,050,000
350,000
700,000
11,002,480
11,002,480
13,998,030
213,030
351,000
13,434,000
525,000
6,150,000
184,000
1,343,400
1,250,000
530,000
453,000
10,435,400
634,128,259
529,250,000
TOTAL
Production
$644,633
$146,318
$790,951
top 10 media markets
MEDIA
LIFE ON A DIME
11. | 2019 |
MEASUREMENTS/METRICS
EVALUATION
PR PITCH PLAN
Surveys/ Focus Groups
(Post Testing)
Awareness of paint in Walmart
Consideration of the Glidden Brand
Purchase of the Brilliance Collection
Willing to Recommend
IN STORE
Foot Traffic to Glidden Aisle
Event Attendance
ONLINE
Social Media Engagement
Traffic to Glidden Website and Microsite
Our campaign generates over 645 thousand impressions. Our reach with the Echo campaign will increase Glidden’s total awareness
and consideration, thus increasing total sales and the number of Glidden brand advocates.
We predict a measurable increase in awareness and consideration for the Glidden Brilliance Collection based on the high number of
impressions that will be garnered with the Echo campaign. This increase in consideration will spur higher sales growth and ultimately
establish Glidden and Walmart as the first choice for all decorative painting projects.
66% 23% 5% 4%awareness consideration purchase willing to recommend
35% 22% 80%
conversion conversion conversion
82% 39% 13% 11%awareness consideration purchase willing to recommend
48% 33% 85%
conversion conversion conversion
BEFORE
AFTER
66% 23% 5% 4%awareness consideration purchase willing to recommend
35% 22% 80%
conversion conversion conversion
48% 33% 85%
conversion conversion conversion
BEFORE
AFTER
Faculty Advisor
Cory O’Connor
Account Executives
Katrina Alonso
Bryce Anderson
Olivia Barker
Account Planning
Mi Mai, Director
Nikita Hegde
Jason Kramer
Tommy Miers
Elizabeth Paffenbarger
Emily Pizanie
Aileen Yoon
Creative
Tavish Ryan, Director
Hayden Boal
Austin Carroll
Kelle Leonard
Fiona Mares
Evan Woods
special thanks to:
Bob Bassett
James Doti
SORREL GEDDES
mary GILMORE
JULIE GORZIK
Lisa haile
BRIAN HAMILTON
Cheril Hendry
claudine jaenichen
Jerry Price
MK Printing
Veston Rowe
allie seymour
Janell Shearer
Eric Spiegler
Daniel Struppa
Dawn Taubin
christian Tachiera
PETE VANDER PLUYM
Richard Wang
tank the car
Media
Dasha Dorlandt, Director
Alexandra Contreras
Max Edison
Missy Kockos
Michael Latt
Marissa Maynor
Nicole Shay
Promotions
Justine Suzuki, Director
Bogart Avila
Adam Harris
Rae Haskell
Kayla Moe
Nicole Mynott
Mariana Netto
PUBLIC RElations
Chaz Silva, Director
Allegra Batista
Hannah Darbourne
Sophie Lerner
Michelle Woods
Glidden showcases environmentaly-safe product innovation by installing FPSF paint slide in local Walmart
Free Press Summer Music Festival 5/12/2013 SPIN
Alternative Press
Austin Chronicle
Glidden sponsors paint slide challenge to inspire creativity in FPSF attendees
Glidden sponsors paint slide challenge to inspire creativity in FPSF attendees
Glidden to hold free DIY workshops and crafting stations outside select Walmart locations
Inspiration Station Tour 5/19/2013 Better Homes & Gardens
USA Today
The Examiner
Glidden to host free DIY workshops outside select Walmart locations to inspire home decor ideas
Glidden to sponsor free DIY crafting stations for families at select Walmart locations
Make A Wish Foundation - Create with Heart 5/19/2013 Parents
The Oprah Magazine
Glidden uses art and creativity to support children at the Make A Wish Foundation
Glidden wish walls bring communities together for Make A Wish Foundation
Keep America Beautiful - Brush It Up! 7/21/2013 Better Homes & Gardens
New York Times
Glidden uses Twitter to inspire DIYers to use their talents to enhance community spaces
Glidden and Keep America Beautiful use Twitter to transform outdoor spaces across the U.S.
Event Pitch Date Publication Description
PITCH & EVALUATION
DON’T MEAN A THING IF IT AIN’T GOT RESULTS. DOOWOP!
Sponsors & Team
#boycottsleep
