Case Study: "Rust-Oleum Proves How Blending Content, Integrated Media Partnerships, & Data-Driven Marketing Ignites Consumer Motivation"
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Case Study: "Rust-Oleum Proves How Blending Content, Integrated Media Partnerships, & Data-Driven Marketing Ignites Consumer Motivation"
- 3. Our Purpose: Rust-Oleum Gives People the Power to Change
- 4. Our Insight: People Aren’t Looking to Use Our Products. People Are Looking to Improve Their Living Spaces
- 5. Our Strategy: Create 1,000 Projects That Inspire Consumers & Demonstrate What Can Be Achieved with Rust-Oleum Products Media Partners + Consumers + Professionals + Brand Projects
- 6. Conducted Fast Data Analysis to Identify Content White Spaces 64MM Queries 2.5MM Mentions
- 7. Bedroom 14% Living Room Bathroom Kitchen Occasional 11% 11% 9% 8% •Table •Headboard •Lamps •Mirror •Walls •Furniture •Centerpieces •Walls •Window Treatments •Mirrors •Organizers •Small Accents •Walls •Cabinets •Countertops •Cookware •Appliances •Walls •Birthday Parties •Tea Parties •Easter •Graduation Patio Garage Deck Holiday Garden •Race-Inspired •Organizers •Cabinets •Hardware •Garage Floor •Furniture •Restoration •Small Accents •Centerpieces •Lighting •Surface Restoration •Furniture Restoration •Wood Protection •Small Accents •Easter •Graduation •Kids’ Birthday •Fourth of July •Cookouts •Small Accents •Planters •Fences •Sheds •Stones •Party Decorations •Small Accents 14% 9% 5% 8% 11% Blueprint of Projects to Create and Feature
- 9. Rust-Oleum Leveraged Volumes of New Content
- 10. Rust-Oleum Leveraged Volumes of New Content
- 11. Rust-Oleum Created an Army of Project Enthusiasts Leverage 1st Party Data Created to Keep Enthusiasts Engaged, Project by Project & Room by Room
- 12. 1,000 Projects Took Rust-Oleum to New Heights •250 Million Project Impressions to date •3 Million Project Engagements •1 Million Person Interest-Based Retargeting Pool •Supporting Retail Marketing •Unit Sales +40% YOY
- 13. Thank you for your time!