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Glidden at Walmart - NSAC 2013


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As part of my senior capstone class--Ad Lab--students participated in the American Advertising Federation's National Student Advertising Competition. This year's client was Glidden Paint at Walmart. All nineteen students turned Ad Lab into an ad agency simulation with different department heads and teams. Our presentation and plan book were crowd favorites. In fact, we were one of the top three winning teams in our district.

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Glidden at Walmart - NSAC 2013

  1. 1. Executive SummaryThe United States paint and primer market consists largely of active do-it-yourself consumers.These DIYers not only paint for maintenance, but they paint to be able to say that theycompleted a project independently. Glidden paint will empower these consumers to completetheir personal projects with ease, convenience and value. With placement in Walmart storesnationwide, Glidden is able to target shoppers seeking value in a one-stop shop.SPARK Advertising will not only increase consideration and awareness of Glidden paint inWalmart, but will create a campaign that will effectively sell more gallons of Glidden Brillianceto Walmart shoppers. SPARK will empower DIYers to make their paint purchases at Walmart bycreating the desire to take on any project and make it their own. We want them to experience it.bright, creative individuals who elevate brands by connecting them withtheir audience. After all, the best ideas start with a spark.19WeAreResearchCreativeActivationMedia271216Our Mission: To unify our passion with your goals to build powerful campaigns.Agency Identity
  2. 2. Economic Forces2-ResearchSituational AnalysisResearchCompetitiveF o r c e s• Paint market is highly saturated with multiple brands• Paint companies have recently increased advertising and created highly competitive campaigns• Major home improvement stores develop or partner with major paint brandsSocio-CulturalF o r c e s• “Great Recession” has accelerated the popularity of DIY home improvement• DIY culture is emerging as a fashionable form of personal expression• Online community provides project inspiration and support for modern DIYersE c o n o m i cF o r c e s• U.S. economy and housing sector are steadily recovering• Market value forecast for paint shows 10.9% growth over the next three years• Raw materials in paint are subject to fluctuating market pricesTechnologicalF o r c e s• In-store mixers allow paint to be mixed quickly, efficiently and in any color the consumer desires• Smartphones allow users to share projects, give or receive advice and explore paint brand options• Paint consumers utilize the Internet community as a source for inspiration and adviceL e g a lF o r c e s• Variable Organic Compound (VOCs) levels are regulated by state and federal law• Toxic Substances Control Act has strict regulations that cause mandatory production expenses• Landlords often have strict “no paint” clauses in lease agreements
  3. 3. Research-3Competitor AnalysisClark + Kensington• Targets women 25 - 44• Exclusive paint of Ace Hardware• Links color selection to mood, emotion and relationships with “Find Your Soul Paint” ads• Paint dries in half the time as conventional paintValspar• Targets “Makeover Mavens”• Strongly affiliated withLowe’s• 24/7 personalized servicewith Valspar ConnectLive• National Paint sponsor of Habitat for HumanityBehr• Targets the professionalpainter influencinghomeowners’ perceptions• Exclusive to Home Depot since 1978• Number one interior paint brand in consumers’ minds• Very active on social media, posting frequently on Facebook and Twitterolympic• Targets young families• Exclusive to Lowe’s• Effective use of social media,specifically the YouTubechannel• Perceived as a premium paintat an affordable price
  4. 4. SWOT AnalysisStrengths• Most reasonably priced amongpremium paint competitors• Substantial distribution through Walmart• Only 2-in-1 paint and primerproduct available at Walmart• Available at convenient locationsthat offer one-stop shopping• Mixer technology allows for fullspectrum color personalizationWeaknesses• Walmart shows inconsistentcustomer service and paintknowledge that a homeimprovement store may have• A low percentage of DIYersconsider Walmart and Gliddenwhen buying paint• Paint quality is rated low by someusers• Glidden suffers from a low recallrate among consumersOpportunities• Use innovative technology tocreate in-store displays thatengage people• Take advantage of foot traffic inWalmart• Guide new generation of rentersand homeowners who are seekingadvice• Use strong social media strategyto connect with audienceThreats• Outspent by competitors inadvertising• Paint and primer combined hasbecome an industry-wide trend• Walmart’s ColorPlace is the lessexpensive option at a pricesensitive store• Decline of paint sales due toeconomic recession and reductionin new constructionhalf hour in-depth interviewscrossing all target marketsquantifiable survey responsesfrom all regions of the continental U.S.Secondary ResearchResearch MethodsTo best understand attitudes associated with theGlidden brand, Walmart experience and targetmarkets, we researched blogs, the Walmartwebsite, Glidden and competitor websites.Primary Research032720objectives1. What does DIY mean to young renters, youngfamilies and older shoppers?2. What are the unifying motivations ofall three target markets?3. What are target markets’ current perceptions ofGlidden at Walmart?4-ResearchWalmart superstores visitedpaint shopping experiences013personal painting storiesfrom all three target markets028hours of painting experiencevolunteering at a local reuse center048
  5. 5. What SocialCauses Do TheyBelieve In?educationenvironmenthealthcaredisaster ReliefUrban Decay35%31%26%8%1%Target Market25-34 year olds45-64 year olds35-44 year oldsTechnophiliacRenterInspired ArtistInexperienced PainterInternet SavvyBlog LoverBudgetConstrained Prefers tomake ratherthan buyTwo-personhouseholdUnawareof Paint atWalmartUpkeeperTechnophobicPracticed PainterEmpty NesterCommunityOrientedReligiousHome OwnerFamily OrientedComfortable PainterCrafterExtraordinaireYoung KidsFamilyDIY DabblersWise DIYVeteransMillennial DIY NewbiesResearch-5Key InsightEducation initiatives willresonate across targetmarkets.
  6. 6. }6-ResearchInsightsI didn’t know that Wal-Mart mixespaint. If I could get paint at Walmart,why would I go somewhere else? It’sa waste of gas, time, and effort.“”“”Homeis the centerof your world.Making your home.Transforming your home.Caring for your home.“”The beginning and end is really thefun part- finding inspiration, borrowingideas, buying things for your vision.I like that [Walmart] is cheaperthan all the other options. I canget everything we need for ourweekly shopping and we can picksomething up like picture frameswhile we’re there.
  7. 7. Creative-7CreativeBringHomeThe Big Idea Our ReasonTo Believe:We can’t change Walmart, but what we cando is transform the perception of the Gliddenpaint brand: the paint that gets you goingwhen you’re inspired to paint a bookshelf foryour daughter’s birthday, when you finally findthe time to redo the kitchen walls and whenyou have everything going on in the worldand find solace in your home.We’re telling a story within reach to eachtarget audience. Our executions encapsulatetheir story and provide tangible solutionsto transform their space with esteem andownership.We help consumers see possibilities fortheir home. Framed with the visual, you seethe DIY journey in Walmart as a holisticexperience.Whether you’re making, transforming ormaintaining your home you canbring it home with Glidden paint atWalmart.ItBring it Home empowers DIYers to begin their paint journey.Whatever the project, from creative expression to householdupkeep, Glidden Brilliance gives your home the transformation itdeserves. With quality paint sold at Walmart, you can completea project you’re proud of without compromising value.It’s all here-your vision and the means to realize it.I think DIY projects are great because ifthere’s something you admire, and haveinspiration for, you can recreate it with yourown spin on it. You can take something that’sout of reach for you and make it happen.”“-Renter, 26-year-old, Georgia
  8. 8. 8-CreativePrint Advertisements
  9. 9. creative-9Direct MailHolographic imaging will be used to set this direct mail pieceapart from the rest.
  10. 10. Storyboard"Location: NurseryPOV: Backs of parents paintingCamera: Wide angle lensLocation: The finished nurseryPOV: Profile shot of room andparents.Camera: Wide angle lensLocation: NurseryPOV: Furniture inches back intoroom in stop motion.Camera: Wide angle lensLocation: NurseryPOV: Straight shot, parents arewith baby, family is complete.Camera: Wide angle lensLocation: Conveyor beltPOV: Reveal that our family isinside clear paint can.Camera: Zoom out so can is nowvisibleLocation: Conveyor beltPOV: Glidden label is shown instop motion, label peels backonto the clear can with familyinside.Camera: Wide angle lens10-Creative“the nursery”• 15-second spot shot in stop motion• Musical undertones by Barry Louis Polisar’s “With a Giggle and a Hug and a Tickle and a Kiss”• Overall tone conveys a whimsical and upbeat feelingproduction notes
  11. 11. OnlineBanner advertisingOrganic AdvertisingUse SEO to influence Googles image search to create an organic advertisementAnimated banner advertisements will attract clicks all over the webCreative-11
  12. 12. Brand ActivationCANoramas will be created to illustrate how Glidden paint can transforma room and spark inspiration. CANoramas are transparent paint cans withminiature furniture and a wall painted in a Glidden Brilliance color.CANpaigns• 12 CANoramas will be displayed in the baby, furniture, homedecor and home improvement departments of Walmart storesnationwide.• Each can will have a specific code that Walmart shoppers cantext for a chance to win 1 of 20 room makeovers.• Participants who submit a non-winning code will have the ability toclaim a Glidden Brilliance paint tester, driving shoppers to thepaint department.• Throughout the campaign, there will be two winners announcedevery other week and the sweepstakes will be covered byGlidden’s social platforms.• The tour will be a weekly pop-up event in outdoor city centers within our 15 KMAs.• Glidden will travel to each city with a giant, acrylic glass paint can, featuring a digital displaywall and furnishings from Walmart.• Pedestrians will be able to enter the can and choose from five buttons representing GliddenBrilliance colors (ex: a “Cool Off” button activates Glidden’s Lemon Ice paint color).• Participants will then watch a ghost paint roller paint the digital wall in the selected color.• Onlookers, as well as participants, will share their unique experiences via social media andattract earned media opportunities and impressions.• Popular, local bands will provide music for each event while Glidden ambassadors will hand out coupons for 10% off Glidden Brilliance at Walmart. Refreshments representing theGlidden Brilliance Collection, such as Lemon Ice slushies, will be provided.Glidden Brilliance Hometown Tour“Bring It Home” Glidden Sweepstakes12-Activation
  13. 13. Paint Counter AdditionsThe Walmart cloud-based CRMdatabase will help Glidden consumerskeep track of their favorite paint colors.Employees will also attach a colorreminder label, which will include acoupon for 10% off Glidden Brilliancepaint at Walmart.ACTIVATION-13In- storePartnerships• Walmart stores will provide an opportunity forconsumers to donate leftover Glidden paint orrecycle used paint cans.• Through a partnership with City Year-aneducation-focused non-profit organization-Glidden will fill the donated paint cans, enablingCity Year to paint local schools.“Bring It From Home”to City Year ProgramGlidden Brings Hometo Make-a-WishTablet stationsGlidden seeks to create moreconsistency in customer service byplacing one Android tablet in eachWalmart paint department. Tablets willpromote the Bring It Home microsite,Glidden app, painting FAQs and featurea customer service help button.faq bOOKLETsWalmart shoppers andemployees who prefer to learnmore about Glidden from atangible source can use thisto read about simple DIY tips.The booklet will be located atthe Walmart paint counter.SignageThere will be two 18”x24” standingsigns placed at the Home & Livingentrance and painting sections of eachWalmart. Each sign will highlight how toparticipate in the Bring it From Hometo City Year program and the Bring itHome sweepstakes.Glidden will offer hospital room makeoversfor children involved with the Make-A-WishFoundation. Children will design their roomsusing Glidden colors and Walmart toys to makehospital rooms feel like home.
  14. 14. Social MediaBringItHome.comThis microsite will allowDIYers to explore differentprojects and pre-orderpaint supplies for pickupat their local Walmart.• The microsite will featurewebcam swipetechnology, providingstep-by-step guidancefor messy hands. Thisresponsive design allowsusers to move throughthe steps of their projectwith the wave of a hand.Glidden will expand its current mobile app by including anaugmented reality feature. Users will be able to take aphoto of any room or desired object and digitally paint itusing Glidden’s color palette.Glidden AppFeatureGlidden will pin step-by-step artprojects including before-and-afterphotos on Pinterest. My Colortopiainfluencers will curate Glidden pinboards bi-monthly.Glidden will utilize like-gating to offer acoupon to new fans for 10% off GliddenBrilliance at Walmart. Fans can alsoplay the Bring it Home Facebook gamein which they can create their ownCANoramas to share with friends. Onefan-made can will be featured eachweek on the Glidden Facebook.Glidden’s channel will feature videos of:• Step-by-step painting tutorials• The Glidden Brilliance Hometown Tour• Follow-up videos from Make-a-Wishand City YearBy using #BringItHome, DIY influencersand followers can participate indiscussions about projects and localcreative events.Glidden will post a “30 Day Challenge”each month to inspire DIYers to createand share new projects on Instagram.Glidden will help to complete the DIYexperience by sponsoring a Spotifyplaylist with the perfect music forpainting.14-Activation•
  15. 15. Flow ChartBudgetACTIVATION-15
  16. 16. Media• Achieve marketing goals within a $10 million budget• Launch a five-month campaign, May 2014 - September 2014, with flexibility to extend throughout the year• Achieve an effective reach of 80% with an effective frequency of 5• Use a dynamic combination of traditional and non-traditional media to spark awareness and increase consideration within the 3 target segmentsKey Market Areas Budget• Little Rock, AR• Oklahoma City, OK• Wichita, KS• Jackson, MS• Birmingham, AL• Kansas City, MO• Charleston, WV• Lexington, KY• Baton Rouge, LA• Des Moines, IA• Knoxville, TN• Omaha, NE• Columbia, SC• Indianapolis, IN• San Antonio, TXObjectives• Implement a strong pulsing and flighting media plan for “Bring It Home” campaign• Support brand activation strategy• Place additional media weight on key market areasMediaStrategy16-Media
  17. 17. Media-17Online MediaSearchclickShareSEM:DIYers are always looking for advice and inspiration.Using YouTube, organic SEO, and Google AdWords, wewill target DIYers in the midst of their search. AdRollwill retarget users even after they leave paint-relatedwebsites.Targeted Lifestyle Websites:Painting behavior is dependent upon inspiration, pricing and fair weatherconditions. Therefore, we will purchase ad space on,, and Websites:Media websites will extend the traditional media buywith networks that will further integrate the,,,,,, History.comBlogs:Blog presence will serve as an important outlet to reach key influencers in theDIY community. Additionally, our research shows that the targets look to blogsfor advice and inspiration. We will purchase ad space and sponsored posts oninfluential DIYer websites:Cocoon Home Design, Bower Power Blog, Centsational Girl,Making it Lovely, The Inspired Room, Ana White, A BeautifulMess, In My Own Style, Brooklyn Limestone, Living with Lindsay
  18. 18. Partnering with the Walmart Smart Network will align the Gliddenbrand with an audience at a time where point-of-purchase decisionsare made. Through strategic placement, 15-second commercialsrunning 10x per hour, in 2,900 stores will gain 140 million impressionseach week throughout the five-month campaign.Direct mail advertisements resonate with all targetsegments, which are 32% more likely to be interested inads mailed to their home. These lenticular (holographic),customized direct mailers will kick-start the campaignbefore Memorial Day weekend and again before theJuly 4th holiday. The mailers will be sent to residentswithin a seven-mile radius of Walmart stores in thekey market areas. Additionally, mailings will be sentspecifically to new movers in the key market areasduring America’s peak moving months, June and July.New mover mailings will provide recipients with couponincentives to purchase Glidden paint in Walmart stores.Full-color, one-page ads will run on a pulsing schedule in two differentmagazine packages: Style & Design and Family. We chose thesepackages because they capture the interests and geographic areas ofall three segments. The Style & Design package focuses on segmentsone and three and the Family package focuses on segment two.In-Store Direct MailMagazinesNotable Indicies• American Baby – 298• Parents – 215• This Old House – 176• House Beautiful – 160Style & Design Package:Family Package:• American Baby• Parenting• Family Fun• Parents• Country Living• Real Simple• Elle Decor• This Old House• House Beautiful• Traditional Home• MoreExecutions18-Media
  19. 19. Advertising on cable networks will allow for thesegmentation of each of our three audiences.With placements on TLC, A&E and The HistoryChannel, we will reach our audience on networksthat inspire creativity and go beyond basic designand home improvement content. We will place15-second commercials throughout the durationof our campaign on the following shows.TV• American Pickers• American Restoration• Flip this House• Hoarders• Four Houses• Say Yes to the DressMedia-19Flow ChartCostCable  TV Impressions 583,350.00$                    Four  Houses 23,400,000                         74,750.00$                        Say  Yes  to  the  Dress 31,130,000                         94,500.00$                        Hoarders 37,360,000                         109,900.00$                    American  Pickers 34,900,000                         102,500.00$                    Flip  this  House 29,270,000                         86,100.00$                        American  RestoraMon 41,300,000                         115,600.00$                    Online Impressions 968,422.00$                    SEM:            YouTube   500,000                                   150,000.00$                                Organic  SEO 130,000                                   $48,350            AdRoll 2,285,710                             4,000.00$                                        Google  Adwords 1,912,500                             125,000.00$                    Blogs:            Cocoon  Home  Design 10,000,000                         1,750.00$                                        Bower  Power  Blog  (Sponsored  Post) 2,000,000                             1,000.00$                                        CentsaMonal  Girl 4,500,000                             1,250.00$                                        Making  it  Lovely   500,000                                   1,480.00$                                        The  Inspired  Room 351,000                                   1,185.00$                                        Ana  White   46,446                                         1,170.00$                                        A  BeauMful  Mess   25,000,000                         2,176.00$                                        In  My  Own  Style   21,001                                         750.00$                                              Brooklyn  Limestone   3,114                                             565.00$                                              Living  with  Lindsay 6,343                                             425.00$                                  Websites: 157,500,000                     2,500.00$                              (Sponsored  Post) 512,550                                   3,060.00$                             6,353,770                             25,625.00$                         82,109,800                         126,275.00$                     60,676,500                         89,650.00$                         90,748,000                         92,890.00$                         23,667,700                         87,260.00$                         11,179,100                         55,360.00$                         9,563,740                             48,456.00$                         10,567,090                         52,575.00$                         8,942,400                             45,670.00$                        Magazines Impressions 1,145,940.00$            Style  &  Design  Package: 10,696,200                         552,910.00$                                Country  Living -­‐ -­‐            Real  Simple -­‐ -­‐            Elle  Décor -­‐ -­‐            This  Old  House -­‐ -­‐            House  BeauMful -­‐ -­‐            TradiMonal  Home -­‐ -­‐            More -­‐ -­‐Family  Package: 12,426,200                         593,030.00$                                American  Baby -­‐ -­‐            ParenMng -­‐ -­‐            Family  Fun -­‐ -­‐            Parents -­‐ -­‐Direct  Mail Impressions 429,880.00$                    New  Mover  Mailings 303,672                                   120,000.00$                      Customized  Self-­‐Mailers 1,235,820                             309,880.00$                    In  Store   Impressions 472,400.00$                    Walmart  Smart  Network 3,765,000,000             472,400.00$                    ProducMon 400,000.00$                    Total 3,999,992.00$            Campaign  Flow  Chart  and  BudgetMay June July Aug Sept
  20. 20. Objectivesevaluation-20Evaluation75% Awareness 7.5% Purchase30% ConsiderationTo follow-up with our target markets, wewill conduct additional research throughoutthe campaign. Our goal is to see if not onlyawareness and consideration of the paintdepartment at Walmart has increased,but specifically awareness of the GliddenBrilliance Collection. To measure theoverall success of our campaign, wesuggest that Glidden further explore thecustomer experience at Walmart throughin-store surveys and follow-up experientialsurveys through email. In addition tothis experiential survey information, werecommend that Glidden track the useof the FAQ Booklet at the Walmart paintdepartment to see if this additionalinformation helped to better the shoppingexperience for customers.Follow-up ResearchIncrease brand awareness at walmart • Evaluation • Monitor website traffic from microsite, social media metrics and follow-up surveys. • Results • Increased website traffic, social media following and app download.Increase consideration at walmart • Evaluation • Record increased number of paint testers distributed, track response from SMS text message campaign and log use of tablet stations at in store displays. • Results • Increased sales of Glidden at Walmart and increased consumer engagement.Drive Purchase at walmart • Evaluation • Quantify redemption of Glidden coupons from Facebook “like-gating”, paint lid labels and those distributed during the Glidden Home Town Tour. • Results • Increased sales, additional repeat customer sales from coupons placed on Glidden lids during promotional period.
  21. 21. Co Chairs:Rachel HeissDarren McGeeFaculty Advisor:Scott HamulaDirectors:Erin Irby, Account PlanningMollyRose Mendell, Brand ActivationKelly Singleton, Creative ArtJen Donato, Creative CopyPerri Rumstein, MediaDavid Goldstein, ProductionOur Amazing Team:Samantha BuckCourtney EllisLauren ErvinNicole HiltonMichael IsabellaSara MartinCarolyn MohnMarc PhillipsVictoria ProbertKatherine ShawTyler TuttleEndless thanks to:Arhlene FlowersKurt KomaromiCathy MichaelAdam PerutaBill ResslerJake Lifschultz & Sam SchnorrIthaca College Print ShopPark School of CommunicationsFinger Lakes ReuseBobby HazardHoward & Helen Hogan FundCoffee & Donuts& all the individuals who sharedtheir time and brilliant ideassources:Mediamark Research & Intelligence, Scarborough Research, Radio AdvertisingBureau Reports, Nielsen Media Research, Quantcast, Consumer Reports: 2013Buyers Guide, Ad Age Demographics of Retail:The People of Walmart, BusinessSource Premier: U.S. Paint & Coating Manufacturing Industry Report, "Work inProgress: The Rise in DIY" JWT Trendletter, U.S. Census Data, AAF NSAC CaseStudy, Techcast, Mashable, Facebook Graph Searchcredits