Glidden Ad Campaign


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Ad Campaign by Ithaca College used to compete in the 2013 American Advertising Federation NSAC competition.

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Glidden Ad Campaign

  1. 1. We Are 19 bright, creative individuals who elevate brands by connecting them with their audience. After all, the best ideas start with a spark. 12 16 Media Agency Identity Activation SPARK Advertising will not only increase consideration and awareness of Glidden paint in Walmart, but will create a campaign that will effectively sell more gallons of Glidden Brilliance to Walmart shoppers. SPARK will empower DIYers to make their paint purchases at Walmart by creating the desire to take on any project and make it their own. We want them to experience it. 7 Creative The 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 they completed a project independently. Glidden paint will empower these consumers to complete their personal projects with ease, convenience and value. With placement in Walmart stores nationwide, Glidden is able to target shoppers seeking value in a one-stop shop. 2 Research Executive Summary Our Mission: To unify our passion with your goals to build powerful campaigns.
  2. 2. Situational Analysis Economic F o r c e s Economic Forces • 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 prices • 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 brands Technological F 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 advice Socio-Cultural F 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 DIYers L e g a l F o r c e s 2 - Research Competitive F 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 Research
  3. 3. Clark + Kensington Valspar • 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 paint • Targets “Makeover Mavens” • Strongly affiliated with Lowe’s • 24/7 personalized service with Valspar ConnectLive • National Paint sponsor of Habitat for Humanity Behr • Targets the professional painter influencing homeowners’ 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 Twitter olympic • Targets young families • Exclusive to Lowe’s • Effective use of social media, specifically the YouTube channel • Perceived as a premium paint at an affordable price Research - 3 Competitor Analysis
  4. 4. objectives 1. What does DIY mean to young renters, young families and older shoppers? 2. What are the unifying motivations of all three target markets? 3. What are target markets’ current perceptions of Glidden at Walmart? Primary Research 720 048 hours of painting experience half hour in-depth interviews 032 personal painting stories 028 013 Walmart superstores visited quantifiable survey responses from all regions of the continental U.S. volunteering at a local reuse center SWOT Analysis Strengths • Most reasonably priced among premium paint competitors • Substantial distribution through Walmart • Only 2-in-1 paint and primer product available at Walmart • Available at convenient locations that offer one-stop shopping • Mixer technology allows for full spectrum color personalization crossing all target markets from all three target markets paint shopping experiences 4 - Research Secondary Research To best understand attitudes associated with the Glidden brand, Walmart experience and target markets, we researched blogs, the Walmart website, Glidden and competitor websites. Research Methods Opportunities • Use innovative technology to create in-store displays that engage people • Take advantage of foot traffic in Walmart • Guide new generation of renters and homeowners who are seeking advice • Use strong social media strategy to connect with audience Weaknesses • Walmart shows inconsistent customer service and paint knowledge that a home improvement store may have • A low percentage of DIYers consider Walmart and Glidden when buying paint • Paint quality is rated low by some users • Glidden suffers from a low recall rate among consumers Threats • Outspent by competitors in advertising • Paint and primer combined has become an industry-wide trend • Walmart’s ColorPlace is the less expensive option at a price sensitive store • Decline of paint sales due to economic recession and reduction in new construction
  5. 5. What Social Causes Do They Believe In? Millennial DIY Newb i es Technophiliac Renter 25-34 year olds Inexperienced Painter education 35% Inspired Artist Two-person household Internet Savvy environment 31% Blog Lover 35-44 year olds Religious Home Owner Crafter Extraordinaire Comfortable Painter il Fa m Young Kids IY D a bb l er s Community Oriented healthcare 26% Empty Nester 45-64 year olds disaster Relief 8% Practiced Painter Technophobic ise W e YV DI Target Market Urban Decay 1% Key Insight Education initiatives will resonate across target markets. Research - 5 yD Prefers to make rather than buy s Family Oriented Upkeeper Unaware of Paint at Walmart ter an Budget Constrained
  6. 6. “ The beginning and end is really the fun part- finding inspiration, borrowing ideas, buying things for your vision. ” Making your home. “ I like that [Walmart] is cheaper than all the other options. I can get everything we need for our weekly shopping and we can pick something up like picture frames while we’re there. ” Transforming your home. “ I didn’t know that Wal-Mart mixes paint. If I could get paint at Walmart, why would I go somewhere else? It’s a waste of gas, time, and effort. ” 6 - Research Caring for your home. Insights } Home is the center of your world.
  7. 7. The Big Idea Bring It Home Bring it Home empowers DIYers to begin their paint journey. Creative We can’t change Walmart, but what we can do is transform the perception of the Glidden paint brand: the paint that gets you going when you’re inspired to paint a bookshelf for your daughter’s birthday, when you finally find the time to redo the kitchen walls and when you have everything going on in the world and find solace in your home. We’re telling a story within reach to each target audience. Our executions encapsulate their story and provide tangible solutions to transform their space with esteem and ownership. We help consumers see possibilities for their home. Framed with the visual, you see the DIY journey in Walmart as a holistic experience. Whether you’re making, transforming or maintaining your home you can bring it home with Glidden paint at Walmart. “ I think DIY projects are great because if there’s something you admire, and have inspiration for, you can recreate it with your own spin on it. You can take something that’s out of reach for you and make it happen. -Renter, 26-year-old, Georgia ” Creative - 7 Whatever the project, from creative expression to household upkeep, Glidden Brilliance gives your home the transformation it deserves. With quality paint sold at Walmart, you can complete a project you’re proud of without compromising value. It’s all here-your vision and the means to realize it. Our Reason To Believe:
  8. 8. 8 - Creative Print Advertisements
  9. 9. Direct Mail creative - 9 Holographic imaging will be used to set this direct mail piece apart from the rest.
  10. 10. Storyboard" “the nursery” Location: Nursery POV: Backs of parents painting Camera: Wide angle lens Location: The finished nursery POV: Profile shot of room and parents. Camera: Wide angle lens Location: Nursery POV: Furniture inches back into room in stop motion. Camera: Wide angle lens Location: Nursery POV: Straight shot, parents are with baby, family is complete. Camera: Wide angle lens production notes 10 - Creative • 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 feeling Location: Conveyor belt POV: Reveal that our family is inside clear paint can. Camera: Zoom out so can is now visible Location: Conveyor belt POV: Glidden label is shown in stop motion, label peels back onto the clear can with family inside. Camera: Wide angle lens
  11. 11. Banner advertising Organic Advertising Animated banner advertisements will attract clicks all over the web Online Creative - 11 Use SEO to influence Google's image search to create an organic advertisement
  12. 12. CANpaigns CANoramas will be created to illustrate how Glidden paint can transform a room and spark inspiration. CANoramas are transparent paint cans with miniature furniture and a wall painted in a Glidden Brilliance color. “Bring It Home” Glidden Sweepstakes • 12 CANoramas will be displayed in the baby, furniture, home decor and home improvement departments of Walmart stores nationwide. • Each can will have a specific code that Walmart shoppers can text for a chance to win 1 of 20 room makeovers. • Participants who submit a non-winning code will have the ability to claim a Glidden Brilliance paint tester, driving shoppers to the paint department. • Throughout the campaign, there will be two winners announced every other week and the sweepstakes will be covered by Glidden’s social platforms. 12 - Activation Glidden Brilliance Hometown Tour • 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 display wall and furnishings from Walmart. • Pedestrians will be able to enter the can and choose from five buttons representing Glidden Brilliance 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 and attract 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 the Glidden Brilliance Collection, such as Lemon Ice slushies, will be provided. Brand Activation
  13. 13. Glidden Brings Home to Make-a-Wish Glidden will offer hospital room makeovers for children involved with the Make-A-Wish Foundation. Children will design their rooms using Glidden colors and Walmart toys to make hospital rooms feel like home. “Bring It From Home” to City Year Program • Walmart stores will provide an opportunity for consumers to donate leftover Glidden paint or recycle used paint cans. • Through a partnership with City Year-an education-focused non-profit organizationGlidden will fill the donated paint cans, enabling City Year to paint local schools. Partnerships In- store Signage There will be two 18”x24” standing signs placed at the Home & Living entrance and painting sections of each Walmart. Each sign will highlight how to participate in the Bring it From Home to City Year program and the Bring it Home sweepstakes. Walmart shoppers and employees who prefer to learn more about Glidden from a tangible source can use this to read about simple DIY tips. The booklet will be located at the Walmart paint counter. The Walmart cloud-based CRM database will help Glidden consumers keep track of their favorite paint colors. Employees will also attach a color reminder label, which will include a coupon for 10% off Glidden Brilliance paint at Walmart. Tablet stations Glidden seeks to create more consistency in customer service by placing one Android tablet in each Walmart paint department. Tablets will promote the Bring It Home microsite, Glidden app, painting FAQs and feature a customer service help button. ACTIVATION - 13 faq bOOKLETs Paint Counter Additions
  14. 14. Social Media Glidden’s channel will feature videos of: • Step-by-step painting tutorials • The Glidden Brilliance Hometown Tour • Follow-up videos from Make-a-Wish and City Year • This microsite will allow DIYers to explore different projects and pre-order paint supplies for pickup at their local Walmart. Glidden will help to complete the DIY experience by sponsoring a Spotify playlist with the perfect music for painting. • The microsite will feature webcam swipe technology, providing step-by-step guidance for messy hands. This responsive design allows users to move through the steps of their project with the wave of a hand. Glidden will post a “30 Day Challenge” each month to inspire DIYers to create and share new projects on Instagram. Glidden will pin step-by-step art projects including before-and-after photos on Pinterest. My Colortopia influencers will curate Glidden pin boards bi-monthly. 14 - Activation By using #BringItHome, DIY influencers and followers can participate in discussions about projects and local creative events. Glidden will utilize like-gating to offer a coupon to new fans for 10% off Glidden Brilliance at Walmart. Fans can also play the Bring it Home Facebook game in which they can create their own CANoramas to share with friends. One fan-made can will be featured each week on the Glidden Facebook. Glidden App Feature Glidden will expand its current mobile app by including an augmented reality feature. Users will be able to take a photo of any room or desired object and digitally paint it using Glidden’s color palette.
  15. 15. Flow Chart Budget ACTIVATION - 15
  16. 16. Objectives • 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 segments Media Strategy • Implement a strong pulsing and flighting media plan for “Bring It Home” campaign • Support brand activation strategy • Place additional media weight on key market areas Budget 16 - Media Key Market Areas • 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, TX Media
  17. 17. Search SEM: DIYers are always looking for advice and inspiration. Using YouTube, organic SEO, and Google AdWords, we will target DIYers in the midst of their search. AdRoll will retarget users even after they leave paint-related websites. Share Blogs: Blog presence will serve as an important outlet to reach key influencers in the DIY community. Additionally, our research shows that the targets look to blogs for advice and inspiration. We will purchase ad space and sponsored posts on influential DIYer websites: Cocoon Home Design, Bower Power Blog, Centsational Girl, Making it Lovely, The Inspired Room, Ana White, A Beautiful Mess, In My Own Style, Brooklyn Limestone, Living with Lindsay click Media Websites: Media websites will extend the traditional media buy with networks that will further integrate the campaign. Painting behavior is dependent upon inspiration, pricing and fair weather conditions. Therefore, we will purchase ad space on,, and Online Media Media - 17,,,,,, Targeted Lifestyle Websites:
  18. 18. Magazines Full-color, one-page ads will run on a pulsing schedule in two different magazine packages: Style & Design and Family. We chose these packages because they capture the interests and geographic areas of all three segments. The Style & Design package focuses on segments one and three and the Family package focuses on segment two. Family Package: • American Baby • Parenting • Family Fun • Parents Style & Design Package: • Country Living • Real Simple • Elle Decor • This Old House • House Beautiful • Traditional Home • More 18 - Media In-Store Notable Indicies • American Baby – 298 • Parents – 215 • This Old House – 176 • House Beautiful – 160 Direct Mail Direct mail advertisements resonate with all target segments, which are 32% more likely to be interested in ads mailed to their home. These lenticular (holographic), customized direct mailers will kick-start the campaign before Memorial Day weekend and again before the July 4th holiday. The mailers will be sent to residents within a seven-mile radius of Walmart stores in the key market areas. Additionally, mailings will be sent specifically to new movers in the key market areas during America’s peak moving months, June and July. New mover mailings will provide recipients with coupon incentives to purchase Glidden paint in Walmart stores. Partnering with the Walmart Smart Network will align the Glidden brand with an audience at a time where point-of-purchase decisions are made. Through strategic placement, 15-second commercials running 10x per hour, in 2,900 stores will gain 140 million impressions each week throughout the five-month campaign. Executions
  19. 19. TV Campaign  Flow  Chart  and  Budget May Advertising on cable networks will allow for the segmentation of each of our three audiences. With placements on TLC, A&E and The History Channel, we will reach our audience on networks that inspire creativity and go beyond basic design and home improvement content. We will place 15-second commercials throughout the duration of our campaign on the following shows. • Four Houses • Say Yes to the Dress • Flip this House • Hoarders • American Pickers • American Restoration Total June July Aug Sept Cost Impressions $                  583,350.00                        23,400,000 $                      74,750.00                          31,130,000 $                      94,500.00                          37,360,000 $                  109,900.00                          34,900,000 $                  102,500.00                          29,270,000 $                      86,100.00                          41,300,000 $                  115,600.00     Impressions $                  968,422.00                                    500,000 $                  150,000.00                                    130,000 $48,350                            2,285,710 $                             4,000.00                            1,912,500 $                  125,000.00                        10,000,000                              2,000,000                            4,500,000                                  500,000                                  351,000                                      46,446                        25,000,000                                        21,001                                            3,114                                            6,343   $                             1,750.00 $                             1,000.00 $                             1,250.00 $                             1,480.00 $                             1,185.00 $                             1,170.00 $                             2,176.00 $                                  750.00 $                                  565.00 $                                  425.00                  157,500,000                                    512,550                            6,353,770                      82,109,800                        60,676,500                        90,748,000                        23,667,700                        11,179,100                              9,563,740                      10,567,090                              8,942,400 Impressions                      10,696,200   -­‐ -­‐ -­‐ -­‐ -­‐ -­‐ -­‐                      12,426,200   -­‐ -­‐ -­‐ -­‐ Impressions                                303,672                              1,235,820 Impressions            3,765,000,000 $                             2,500.00 $                             3,060.00 $                      25,625.00   $                  126,275.00   $                      89,650.00   $                      92,890.00   $                      87,260.00   $                      55,360.00   $                      48,456.00   $                      52,575.00   $                      45,670.00   $            1,145,940.00 $                  552,910.00   -­‐ -­‐ -­‐ -­‐ -­‐ -­‐ -­‐ $                  593,030.00   -­‐ -­‐ -­‐ -­‐ $                  429,880.00   $                  120,000.00   $                  309,880.00   $                  472,400.00   $                  472,400.00   $                  400,000.00   $            3,999,992.00 Flow Chart Media - 19 Cable  TV Four  Houses Say  Yes  to  the  Dress Hoarders American  Pickers Flip  this  House American  RestoraMon Online SEM:            YouTube              Organic  SEO            AdRoll            Google  Adwords Blogs:            Cocoon  Home  Design            Bower  Power  Blog  (Sponsored  Post)            CentsaMonal  Girl            Making  it  Lovely              The  Inspired  Room            Ana  White              A  BeauMful  Mess              In  My  Own  Style              Brooklyn  Limestone              Living  with  Lindsay Websites:  (Sponsored  Post) Magazines Style  &  Design  Package:            Country  Living            Real  Simple            Elle  Décor            This  Old  House            House  BeauMful            TradiMonal  Home            More Family  Package:            American  Baby            ParenMng            Family  Fun            Parents Direct  Mail New  Mover  Mailings  Customized  Self-­‐Mailers In  Store   Walmart  Smart  Network ProducMon
  20. 20. Objectives Increase 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 - 20 • 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. 75% Awareness 30% Consideration Follow-up Research To follow-up with our target markets, we will conduct additional research throughout the campaign. Our goal is to see if not only awareness and consideration of the paint department at Walmart has increased, but specifically awareness of the Glidden Brilliance Collection. To measure the overall success of our campaign, we suggest that Glidden further explore the customer experience at Walmart through in-store surveys and follow-up experiential surveys through email. In addition to this experiential survey information, we recommend that Glidden track the use of the FAQ Booklet at the Walmart paint department to see if this additional information helped to better the shopping experience for customers. 7.5% Purchase Evaluation
  21. 21. Co Chairs: Rachel Heiss Darren McGee Faculty Advisor: Scott Hamula Directors: Erin Irby, Account Planning MollyRose Mendell, Brand Activation Kelly Singleton, Creative Art Jen Donato, Creative Copy Perri Rumstein, Media David Goldstein, Production Our Amazing Team: Samantha Buck Courtney Ellis Lauren Ervin Nicole Hilton Michael Isabella Sara Martin Carolyn Mohn Marc Phillips Victoria Probert Katherine Shaw Tyler Tuttle Endless thanks to: Arhlene Flowers Kurt Komaromi Cathy Michael Adam Peruta Bill Ressler Jake Lifschultz & Sam Schnorr Mediamark Research & Intelligence, Scarborough Research, Radio Advertising Bureau Reports, Nielsen Media Research, Quantcast, Consumer Reports: 2013 Buyers Guide, Ad Age Demographics of Retail:The People of Walmart, Business Source Premier: U.S. Paint & Coating Manufacturing Industry Report, "Work in Progress: The Rise in DIY" JWT Trendletter, U.S. Census Data, AAF NSAC Case Study, Techcast, Mashable, Facebook Graph Search credits sources: Ithaca College Print Shop Park School of Communications Finger Lakes Reuse Bobby Hazard Howard & Helen Hogan Fund Coffee & Donuts & all the individuals who shared their time and brilliant ideas