Glidden Brilliance seeks to position itself as a brand that provides help with decorating and painting projects through all stages. The campaign objectives are to increase brand awareness, associations, consideration and engagement. Research found consumers want design help and value one-stop shopping. Glidden will showcase how its paint makes projects easier by demonstrating "life in easymode" and sharing tips online and in stores. Digital, print, and OOH ads will feature solutions to encourage consumers to see Glidden as a trusted resource.

1. SECONDARY RESEARCH BRAND LANDSCAPE 1
The Glidden paint brand offers
a rich tradition of innovation.
THE CHALLENGE
“The challenge for the 2013 NSAC is to help build awareness and consideration for
the Glidden paint brand within U.S. Walmart stores by developing an integrated and
multi-platform marketing effort for three different customer segments” (NSAC 2013 Brief).
GLIDDEN MARKETING
The “Glidden gets you going” campaign was a 2011 Effie winner focused on making
painting easier for consumers. Glidden was and is still positioned as the paint that
“takes the pain out of painting.”
Glidden gets you going
BUILDING RELATIONSHIPS
Glidden utilizes a variety of promotions to build grassroots community relationships,
new lifestage awareness and even team spirit. These promotions are often exclusive
to a specific retailer such as Home Depot, Walmart, or Glidden paint specialty stores.
VIRTUAL DWELL APARTMENT INSPIRATION:
SAMPLING: MAGAZINE: THERAPY:
On and Offline: Top
“My Colortopia” “Color Me Impressed” Blog sponsor (2012) 10 Color Picks, Sports
visualizer, oversized contest and “The Full “Renters Get Rolling” Teams, Consumer
paint chips and paint Spectrum” video and “Painting Made Inspiration Blogs and
testers. series (2010) Simple with Glidden-On-The-Go
3-in-1 Paint” app.
(Home Depot)
Glidden is no stranger to digital advertising. For
example, mobile barcodes in magazine ads have
been part of Glidden’s 360º marketing campaign
to assist consumers with color choice.

2. SECONDARY RESEARCH COMPETITORS WALMART MARKETING 2
As of 2011, home decor
COMPETITORS represents 5% of Walmart
sales. (Hoovers, 2012)
WALMART
Through philanthropic partnerships Walmart donates
almost $900 million yearly to non profits, communities,
military families and veteran support programs.
Walmart has become the
#1 retailer for check-ins on
Yelp, Twitter, FourSquare
and Instagram. (Mashable, 2012)
Growing Mobile Brand Strength
Key competition campaign messages: color, 2-in-1 coverage, personal style, fashionability and expertise.
The decorative paint market
is oversaturated with brands
hyping near-identical messages.
(Local Response, 2012 Mashable, 2012)
Key Glidden paint competitors partner with the usual suspects such as
Ronald McDonald House, NASCAR, Habitat for Humanity and Glee.

3. SECONDARY RESEARCH TRENDS DIGITAL & HOME DECOR 3
“GOOGLE IT”
ASK YOUR FRIENDS
Research has shown that people regularly tap into friends, family members and even strangers for
advice before purchasing products (Trendwatching.com, 2013). Overall, four out of five people seek
Internet search, apps, blogs,
online communities and
advice through social media before making major purchasing decisions (Shopigniter, 2012).
BENJAMIN MOORE social media all help people
AND SHERWIN
discover and share better
WILLIAMS
CURRENTLY ways to live and spend
DOMINATE THE their money. (Ad Age, 2012)
SOCIAL MEDIA
LANDSCAPE
THERE’S NO PLACE
LIKE HOME of women don’t go an hour
without checking their phone
Only 11.6% of Americans
moved in 2011, which is (Harris Interactive, June 2012)
the lowest recorded amount
in U.S. history (U.S. Census
Bureau). Due to the
recession, people are
of men don’t go an hour
staying put or moving into
without checking their phone
smaller spaces (Chicago
Tribune, 2012). Since more (Harris Interactive, June 2012)
time is being spent at home,
people want a space that
is their own (PRNewsWire,
2012). Affordable treats,
of consumers say they have used
or “small indulgences”
are number two on JWT’s their mobile phone in a store
2012 Trends Report. (Interactive Advertising Bureau, 2012)

4. PRIMARY RESEARCH OBJECTIVES & TECHNIQUES SEGMENT SUMMARY 4
We interacted with over
1,500
SEGMENT 1
PAINTING NOVICE - MAKE IT MY OWN
“Walmart is great because they have really
cute home decor and I can find something great
for our new place when I’m there for other things.”
people within our Glidden
“I’m really excited to paint my new place,
Walmart segments nationwide. but wish I had a designer to help me out.”
LINDSAY, 24
RENTER, ENGAGED
4.5%
4.7%
56% 2.9%
3.2% SEGMENT 2
FAMILY PAINTER -- MAKING THE HOUSE A HOME
4.5%
“Walmart saves me a lot of running around,
and the kids find stuff there too.”
12%
“It’s hard for me to get 15 minutes to myself,
5.2% 7% let alone paint, but when I get the chance to
make something look nicer in our house,
Percentage of primary research respondents per region.
LENISA, 31 I get it from Walmart.”
HOMEOWNER, WORKING SINGLE MOM
PRIMARY RESEARCH OBJECTIVES
• Discover painting motivations by segment SEGMENT 3
• Explore emotions throughout the painting process EXPERIENCED PAINTERS -
• Understand attitudes towards competitor brands BEAUTIFICATION AND MAINTENANCE
• Evaluate segments’ attitudes towards Walmart
and paint shopping alternatives “We’re on a bit more of a budget than anticipated,
• Learn Glidden’s current and potential so we are at Walmart a lot, but I’m not sure if we
consumer positioning trust their paint or paint help.”
RESEARCH TECHNIQUES “We’ve painted our fair share and it can be a chore,
LISA, 50 & CRAIG, 64 so it would be nice to find some shortcuts while
• Quantitative nationwide surveys EMPTY NESTERS, NEW GRANDPARENTS,
sprucing up the place. It has to look good!”
• Qualitative research: interviews, focus RETIREMENT WORRIERS
groups, ethnography and netnography

5. PRIMARY RESEARCH ETHNOGRAPHY NETNOGRAPHY 5
On and offline observation work
uncovered cross shopping potential, ColorPlace
paint department inconsistencies
and painting love/hate relationships.
$15.97/gallon $27.72/gallon $25.97/gallon
PAINT AND WALMART Good Better Best
ETHNOGRAPHY
We visited Walmart stores across
the nation to observe shoppers in the Good-Better-Best Paint Tiering System at Walmart. Similar color coding
home decor and paint departments. could potentially confuse some shoppers and busy employees.
We discovered several in-store
inconsistencies which may merit
additional attention from the NETNOGRAPHY
Glidden Brilliance team. In-store on shelf. Note handle placement over 2-in-1.
• Inconsistent employee training
and difficulty finding paint help
• Erratic displays: unstocked
stores with differing and
unorganized layouts
• Employees sometimes
recommended Better
Homes and Gardens
• Handle sometimes covered
the 2-in-1 message
CART ANALYSIS
We observed Walmart paint
department shoppers to learn
what else they were putting in their
carts. Through our observations
we learned that the shoppers were Field notes from observation work in-store revealed
cross-shopping behavior. Many paint aisle carts
frequently purchasing household analyzed had home décor items (bedding, towels,
items as well as home decor. knick-knacks) selected for purchase.

6. PRIMARY RESEARCH QUALITATIVE & QUANTITATIVE KEY FINDINGS 6
OVER 50% WISH THEY HAD GLIDDEN HAS Unaided Brand Awareness
AN INTERIOR DESIGNER. LOW UNAIDED
75% WANT THEIR ROOMS TO BRAND AWARENESS.
REFLECT THEIR PERSONALITY.
“We just moved in and the walls were not really Out of 950+ respondents, 36% could
our style, so we painted our rooms to meet our not recall a paint brand. Behr and
individual tastes.”
Sherwin-Williams had highest unaided
Kim 25, Laurie 27, Michelle 27,
recall. Glidden was only 6%.
Segment 1, Single Renters, NV
“I was going to move into a new room, but I
didn’t think the color the room had suited me.”
Sara, 19, Segment 1, Single Renter, IL
ALL VALUE A ALL SEEK ADVICE FROM
ONE STOP SHOP. FAMILY MEMBERS, FRIENDS
Painting is an Emotional Roller Coaster
AND STORE EMPLOYEES.
Excited
Excited
“I buy everything there.”
“Without recommendations from friends or a Hesitant
Hesitant
Susie, 24, Segment 2, Family Homeowner, Georgia professional painter, I don’t know whether the
“I like Walmart because they seem to paint is quality or not.”
have the one stop mentality down pat.” Spencer, 67, Segment 3,
Frustrated
Frustrated
Kirk, 46, Segment 3, Family Homeowner, AR Family Homeowner, CO
“I had my mom help me pick out a paint color.” THE END
The End
Pai
In s
Pur
Con
RESULT
n
pir
Result
cha
sid
tD
Meghan, 23, Segment 1, Single Renter, NY
atio
ay
era
se
n
THE SEGMENTS
ti
on
KNOW THE ACT
OF PAINTING
CAN BE HARD.
PAINT NOVICES • Need help decorating
“Painting takes all day, and it takes a lot out of you.” • Time/money constraints
Jill, 50, Segment 3, Family Homeowner, OH YOUNG FAMILIES • Seek pride in decorating
“I was happy at the beginning, then I got a little • Buy Walmart home decor
EXPERIENCED PAINTERS
frustrated, and then at the end I got really excited.” All of our segments want help designing a
Teresa, 28, Segment 2, Family Homeowner, NM great looking room faster and for less money.

7. STRATEGY OBJECTIVES & POSITIONING 7
POSITIONING GLIDDEN NEEDS A
RELATIONSHIP WITH PEOPLE,
While most brands focus on NOT A PAINTING FLING
just selling paint, Glidden is Given the 5 year gap between
painting projects, Glidden MUST
Life’s best fixes are often the unexpectedly easy
present before, during and build relationships with consumers.
To do so, Glidden Brilliance will
ones. True brilliance lies in ease and simplicity.
Our campaign is all about creating connections
after the painting process. provide decorating and painting
between what our segments value and what
help to consumers in everyday life.
Glidden is all about: being easy, simple,
Then, when painting needs arise,
CAMPAIGN OBJECTIVES (MAY - SEPTEMBER 2014) convenient, with high value and great results.
Glidden Brilliance will be there as
Build unaided Glidden Brilliance awareness by 25% an already trusted go-to resource Our campaign synergistically links with Glidden’s
Increase positive brand associations by 20 %
and a top of mind brand. Consumers current “Glidden gets you going” tagline.
Build brand purchase consideration by 15 %
will count on Glidden Brilliance to We just take it a step further for our Walmart
Grow positive brand engagement by 10 %
help them complete a project on shopper. We celebrate simple good living, great
time, on budget, stylishly. With the value and the painting/decorating process all the
Increase “willing to recommend” brand associations by 10 %
help of Glidden Brilliance, Walmart way from inspiration through to enjoyment.
Contribute to Glidden paint sales by year end by 3%
shoppers will truly discover brilliance.
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
• One stop shop • 2-in-1 message is sometimes • Cross shopping with • Better Homes and Gardens
• Our segments like Walmart covered by the handle of can home decor and ColorPlace sometimes
home decor • Walmart is not considered • Economic trends and overpowering Glidden in store
• 2-in-1 paint and primer a trusted paint retailer time pressures
• 2-in-1 message is no
• 200 million Walmart • Inconsistent in-store displays • Digital sharing
longer unique
shoppers a week • Low unaided awareness • All segments want design
• Aggressive competitors help and painting tips
occupying the positions of color, • No brand speaking to
expertise, DIY and quality painting challenges

8. CREATIVE TELEVISION ON & OFFLINE 8
OUR CREATIVE DEMONSTRATES LIFE IN easymode, SHOWING THE CONNECTION
BETWEEN DISCOVERING easymode TIPS AND HOW PAINTING WITH GLIDDEN
BRILLIANCE IS LIKE PAINTING ON EASYMODE.
STORYBOARD - “BROKEN FRAME”
A man and his wife are painting the walls in their bedroom, they come home from Walmart with all of their painting needs. As the husband sits the paint cans down and
starts to spread drop cloths, his wife takes picture frames off of the wall. The last frame hook breaks, and she takes it to the bed to figure out a way to fix it. She affixes a
pop tab from a soda can on the back of the frame with a thumbtack. When she returns to her husband’s side to assist him with the painting project, he is already done.
FRAME 1: FRAME 2: FRAME 3: FRAME 4:
Action: Action: Action: Action:
Stan is prepping for painting while Meg has broken the frame. Meg tacks a pop tab onto the back of the Stan is already done painting.
Meg takes down the pictures. The back hanger has fallen frame. She returns to Stan to help him paint. They are happy that the project
V/O: Life’s greatest challenges can off and she needs to find a fix. V/O: is done and their room looks great.
sometimes have the simplest solutions. That’s why we believe everything in life
SFX: Light cheery music. should be as easy as Glidden Brilliance
makes painting.
FRAME 5:
V/O:
Discover Brilliance. Only at Walmart.
Glidden gets you going
Visit Glidden.com/easymode for more tips.

9. CREATIVE OOH PRINT 9
DIGITAL BILLBOARDS* INSERTS
Every two minutes, our Discover Brilliance digital billboards will engage drivers by using sensor This Discover Brilliance magazine
technology to match the billboard’s color with passing cars. These digital boards will maximize insert will include an easymode
the value of peak travel times by changing frequently in traffic. tip: a perforated tray to place
*Top 20 markets “rifle shot” effort. See page 18 for details. on a paintbrush to prevent
drips while painting.
Available only at
Keep the paint
off your nose
1. Punch out area around 3. Secure tabs inside folds
the dotted black line 4. Insert paint brush
2. Fold along solid lines
There are simple solutions everywhere, you just have to
know where to look. With Glidden Brilliance 2-in-1 it’s like
painting on easymode. Go to glidden.com/easymode Available only at
to see other ways to make your life easier.

10. CREATIVE DIGITAL MEDIA 10
GLIDDEN BRILLIANCE THE GLIDDEN LEVEL UP
easymode APP AND MICROSITE ENGAGEMENT REWARDS SYSTEM
Although on different platforms, these This point system rewards app and microsite
two digital tactics will include: users for reaching engagement milestones.
• A gallery showing all the easymode Rewards include free Glidden Brilliance
painting and design tips paint testers, Walmart coupons, a chance
to rename a Glidden paint color or a Weekend
• Sharing functionality allowing users to
with Glidden. This gamification will encourage
take photos of rooms or items to color
continued engagement with our digital efforts.
match, then generate suggested
matching color palettes
• Color Snap allows users to take photos
of a room and generate suggested
matching color palettes
• User accounts where they earn
points towards various prizes
The microsite, which mirrors the functionality of the app serves as
an alternative digital resource for those without a smartphone.
RICH MEDIA
Sidebar ads will change color
based on where the cursor
easy is hovering on a webpage.
Media choices carefully sync
scroll left or right to view our tips
up to lifestage and special
interest sites so the paint and
color messages will be relevant.
discover

11. CREATIVE SOCIAL MEDIA 11
OUR GLIDDEN BRILLIANCE YOUTUBE
Our Brilliance Bloggers will present
SOCIAL MEDIA videos on everything from paint to
easymode tips and more. An overlay
CAMPAIGN TACTICS on the Glidden Youtube channel
allows consumers to point-and-click
WILL ENGAGE KEY their way to Glidden Brilliance,
Walmart home decor and more.
INFLUENCERS, STIMULATE #easymode
Glidden will sponsor a twitter
CONVERSATION AND
sweepstakes, selecting the top 50
influencers based on their number
BUILD BRAND BUZZ. of followers using #easymode to
win a room makeover.
PAINT MY PROFILE
There will be 1,000 Facebook EASYMODE PIN PROJECT
sponsored posts to further engage Contestants will be given an easymode
our audience on Facebook. Glidden tip as well as household items to use
Brilliance’s Facebook app gives for a home decor project. Contestants
users the ability to change the color then race to reconstruct the tip using
of their profile. Users upload their the given items. Glidden Discover
cover photos and profile pictures Brilliance gift baskets featuring paint
which then go through Discover testers, easy mode tips with the
Brilliance color filters. needed items and a Walmart giftcard
will be sent to the 50 fastest finishers.
FOURSQUARE
GOOGLE+
Because of Walmart’s Foursquare
check-in prominence, Glidden Using Google Hangout and Google
will offer free paint testers to Glass’, augmented reality glasses,
shoppers who “check-in.” Foursquare the winning Brilliance Blogger
check-in promotion furthers brand team will host monthly Glidden
awareness and engagement. ‘point-of-view’ design talks.

12. CREATIVE IN-STORE DIGITAL 12
To raise the shoppers’ awareness of
Glidden Brilliance, we’ve developed
a strong in-store presence at Walmart
to provide engaging brand touch points.
Note: all tactics will feature a call to action promoting the Glidden Brilliance easymode microsite
easymode KIOSKS FEATURE*
• The Discover Brilliance :30 spots will play when the
Samsung tablet kiosk is not in use
• Features easymode tips to help with painting and design projects
• In-store locator to find easymode tip items at Walmart
• Color match and palette functionality using the Samsung
tablet camera to match and generate color values in store
• Kiosks will be placed in high visibility areas throughout the store
easymode DESIGNER FEATURES*
• Partnership with Samsung on Motion Controlled Smart TV
• Room selector to change room styles as well as wall
color with Glidden Brilliance color
• Explore the room to discover easymode tips in use for painting and decor
• Walmart inventory with real time “add to cart” functionality
• There will be one TV per store located at the front entrance *Top 20 markets “rifle shot” effort. See page 18 for details.

13. CREATIVE IN-STORE POINT OF SALE 13
SHOPPING CART
INSERT*
Our shopping cart
advertising raises
awareness of Glidden
Brilliance in Walmart.
The cart exterior tells
Walmart shoppers to 1. The poptops from a can of soda can
be used to hang picture frames.
visit the easymode
kiosk while the interior
mirrors the interactive
easymode Designer display. 2. Putting the poptops on a coat
hanger can give you more room
for clothes in your closet.
3. A poptop can make for a
good keychain connector.
4. When trying to remove small nails
from a wall, if you donʼt have a
hammer handy, use a poptab.
For more tips head over to
the Glidden kiosk in the paint
department, or download our
Glidden Brilliance app.
CROSS SHOPPING SHELFTALKERS**
Shelftalkers will be placed in key Walmart
departments to encourage shoppers to
visit the easymode kiosk as well as the
Glidden paint section for more easymode tips.
discover
*Top 20 markets “rifle shot” effort. See page 18 for details.
**This tactic will be part of a nationwide effort.

14. DIGITAL PUBLIC RELATIONS WEEKEND OF BRILLIANCE 14
THE easymode WEEKEND OF BRILLIANCE
For the first two weeks of the campaign, we
will promote the easymode Brilliance Challenge.
Leading home decor bloggers will be invited to
break into teams and compete in a room design
contest. Each team will be given one hour to
purchase all their home decor, furniture and
Glidden Brilliance from Walmart. After five
hours, viewers will vote for the winning
completed rooms. The first place team will
become Glidden’s Brilliance Bloggers.
The whole event will be recorded and
later posted to Glidden’s YouTube channel.
WE WILL BE Brit.co
younghouselove.com
INVITING FIFTEEN thenester.com
OF THE MOST thriftydecorchick.blogspot.com “Bloggers are viewed as trusted friends
centsationalgirl.com
INFLUENTIAL psimadethis.com and peers, so what they say can enhance
thehouseofsmiths.com
BLOGGERS
INCLUDING:
southernhospitalityblog.com
paintedhomedesigns.com
brand reputation more than a display ad.”
colourlovers.com
Bonnie Kintzer, CEO, Women’s Marketing Inc.

15. IMC PR EFFORTS OUTREACH 15
PUBLIC
RELATIONS
OUTREACH
Media kits will
be delivered to
national news
outlets and
Brilliance bloggers
to gain earned
media, stimulate
conversation and
build partnerships.
PAINT WITH A PURPOSE
OPERATION BASEPAINT
Glidden will partner with Morale,
Welfare and Recreation (MWR)
facilities and the Department of THE GLIDDEN COMMUNITY
Defense to donate paint to 20 major BRILLIANCE PROJECT
military installations across the nation . This crowdsourced social media contest harnesses
PAINT HOPE key community organizations such as schools,
HOPE NOW is an alliance that has helped senior centers and park districts to create buzz.
5.7 million homeowners prevent foreclosure, Community members will share and vote for
including military families. Glidden their favorite space needing a paint spruce-up
and HOPE NOW will partner to aid in using Facebook and Twitter. The winning
remodeling and repainting at-risk homes. community space receives up to $1000
worth of Glidden Brilliance paint.
GLIDDEN’S WISH GRANT
Buillding on a recently announced upcoming PAINT TO END HUNGER
initiative with the Make-A-Wish Foundation, Teaming up with Walmart for a dollar match
Glidden Brilliance will paint and remodel program, Glidden will donate a dollar to Feeding
25 children’s play areas in local hospitals. America for every can of Glidden Brilliance paint sold.

16. IMC PR EFFORTS STUNTS 16
PAINT CHIPS* easymode
Glidden’s Discover PARKING*
Brilliance Street Team
The Glidden
brings the product to
Brilliance Easymode
life, literally. The street
teams wearing Glidden Parking signage
Paint Chip t-shirts will brings a bright
paint Walmart parking splash of color
lots and assist customers to Walmart parking
shopping in the paint lots, builds
section and home decor
brand awareness,
aisles of Walmart.
generates buzz and
reminds shoppers
where they parked.
IMPROV PAINT
STUNT*
A special Glidden
improv team, The
Paint Chips, will rush
into high traffic public
spaces and paint 3D
rooms featuring Glidden
Brilliance and Walmart
home decor items.
*Top 20 markets “rifle shot” effort. See page 18 for details.

17. IMC STUNTS & PARTNERSHIPS 17
AMERICAN BABY BRIDAL SUITE
MAGAZINE Glidden and Walmart
Glidden and American Baby Wedding Registry will
magazine will join forces to design partner to keep the
100 baby rooms for expectant honeymoon going.
mothers nationwide. Moms-to-be 100 lucky Walmart
will compete by pinning colors from bridal registrants will
Glidden Brilliance and Walmart win a “bridal suite”
home decor. Winners will receive makeover using the
free Glidden paint and choose home couple’s choice of
décor items for their nursery makeover Glidden Brilliance
paint.
bridal suite
BRIT + CO.
Brit + Co. is “the leading
community for creative living,
making and doing in the digital
age,” boasting over two and
a half million followers. OUT-OF-HOME PROJECTIONS*
Glidden will partner with Buzzworthy OOH large scale projections in
Brit + Co. “kits” to include high visibility locations will illuminate the
Glidden Brilliance night. The many projected images will credit
testers and
the local instant celebrities and their design
promotional
by showcasing their Twitter handle and how
items in
he/she “discovered Brilliance.”
their monthly
Brit Kits provide a high profile sampling sampler mailing.
opportunity for Glidden Brilliance. *Top 20 markets “rifle shot” effort. See page 18 for details.

18. MEDIA PLANNING ON & OFFLINE 18
TELEVISION-CABLE/BROADCAST RICH MEDIA
To maximize limited funds and still reach a majority of Our rich media approach provides a cost-effective,
our target, we will strategically place buys on national interactive and measurable way to target Walmart
OVERARCHING STRATEGIES
cable channels that specialize in lifestyle and home shoppers as they research paint online, seek new
• An aggressive broadcast and decorating content. decorating ideas or as they catch up on the latest
online media buy will jumpstart home trends.
the Discover Brilliance campaign,
www.Brit.co
bolstering awareness
www.younghouselove.com
• Media pulsing will occur around key
www.thenester.com
painting holidays such as: Memorial
Day, the 4th of July and Labor Day www.thriftydecorchick.blogspot.com
to maximize impact right before key DIGITAL-PRE ROLL www.centsationalgirl.com
long weekend painting timeframes Online video channels will allow us to target popular www.psimadethis.com
broadcast and cable TV show audiences not included www.thehouseofsmiths.com
in our budget. This strategy will increase our brand’s www.southernhospitalityblog.com
TIMING exposure and affinity with top rated programming. www.paintedhomesigns.com
• Aggressive primary broadcast and online
www.colourlovers.com
media buys will jumpstart the campaign
• Pulsing around key painting holidays
such as Memorial Day, 4th of July and SEO/SEM PRINT
Labor Day will reintroduce the rand
b Effective keywords will be built into the microsite’s Interactive inserts will be placed in decor and lifestyle
to potential painters and lead to a metadata to create search engine trust and increase magazines. Titles were chosen for their strong, targeted
measurable increase in sales page rank. The key recommended words and nationwide circulation, great pass-along value and their
phrases that will be utilized include: opportunities for added-value digital advertising.
Glidden Paint and Primer
SPECIAL TARGETING
Glidden Brilliance Paint at Walmart
• We capitalize on key lifestage transitions Discover Brilliance Interior Paint
(e.g., baby, first home, wedding, etc.) Walmart Paint Tips
as our research has shown these 2014 color trends Weekend with Glidden
experiences to have a direct correlation Paint Paint bloggers
with paint purchases Home Decor Accent Wall
• We will incorporate media targeting Room Painting Paint Calculator
the Hispanic population easymode Painting Furniture
through appropriate venues Paint Tips Nursery
Paint Apps Baby Room
2 in 1 Paint Selling house

19. MEDIA FLOWCHART BUDGET 19
U.S. NATIONAL
INTEGRATED MARKETING CAMPAIGN ACTIVITIES TOTAL BUDGET
MAY JUNE JULY AUGUST SEPTEMBER TOTAL PROJECTED ESTIMATED
5 12 19 26 2 9 16 23 7 14 21 28 4 11 18 25 1 8 15 22
IMPRESSIONS COST .5% 2.4% 2.8%
CABLE/BROADCAST TV 24 13 14 12 6 8 6 24 7 6 3 3 7 7 19 30 15 6 10 5 385,205,000 2,873,607
9%
TLC
FOOD NETWORK
LIFETIME
HGTV
UNIVISION
:15 SEC PRE-ROLL 15,555,555 1,400,000
16.5%
RICH MEDIA 66,560,940 700,000
31.7% 8.4%
MAGAZINES 5,173,068 1,647,816
REAL SIMPLE
HOUSE BEAUTIFUL
AMERICAN BABY
28.7%
DO IT YOURSELF
OOH 6,000,000 840,000
SEM/SEO 117,000,000 1,000,000
SOCIAL MEDIA N/A 70,000
Contingency
EASY MODE APP* N/A *
PR and Philanthropy
MICROSITE* N/A *
Magazines
PR AND PHILANTHROPY 60,625,796 280,000
OOH
IN STORE** 58,844,285 **
Cable
EVALUATION N/A 50,000
Digital
PRODUCTION 900,000
Production
CONTINGENCY 238,577
TOTAL 714,980,384 10,000,000
Evaluation
* app and related items (e.g., microsite) production/programming costs not included per Clarification Memo, 3-1-13
** Based on Clarification Memo, in store is TBD, based on negotiations with Walmart. “Contingency Fund” contains reserve funds for this
GEOGRAPHY • Houston • Phoenix • Sacramento/Stockton • Indianapolis
Our plan features a national overlay with a “rifle shot” • Los Angeles • Philadelphia • Denver • Pittsburgh
heavy-up concentrated on our top 20 Walmart markets. • Dallas/Ft. Worth • Tampa/St. Petersburg • Miami/Ft. Lauderdale • Las Vegas
These top 20 markets were selected based on Walmart • Atlanta • Cleveland/Akron • Kansas City • Birmingham
Supercenter locations and U.S. population. • Chicago • St. Louis • Charlotte • San Diego

20. CAMPAIGN EVALUATION 20
ONGOING QUANTITATIVE TRACKING
DIGITAL MEASUREMENT: SEO, SEM & SMO
A nationwide quantitative study will be fielded
Discover Brilliance’s impact will be measured via various analytics: before, during and after the campaign’s conclusion
• Radian6: Tracking social media engagement and sentiment by mentions, posts, to measure unaided brand awareness, attitudes,
follows, favorites, repins, retweets, likes, shares and other means of digital sharing competitive comparisons, brand attributes and
purchase consideration.
• Google Mobile Analytics: Rank Giant will be measuring acquisition, usage,
engagement and conversion data. Social media optimization data will help QUALITATIVE MEASUREMENTS
maximize microsite/app traffic and social media sharing across platforms Focus groups and before and after purchase
• Daily SEO/SEM: Activity reports monitoring the Adwords campaign and making interviews will be conducted.
continual adjustments to enhance site/app traffic and engagement SHOPPER MARKETING: DIGITAL, MOBILE AND
SALES TRACKING IN-STORE
The easymode kiosk will collect data regarding
DISCOVER BRILLIANCE LABEL TEST ALTERNATIVE (FOR CONSIDERATION ONLY) number of interactions,engagement, time spent and
content explored. In addition, Glidden’s Foursquare
As a R&D initiative, we suggest testing a new label design with a stronger emphasis on Glidden
check-in’s, Walmart’s POS IRI/Data and an incentive
Brilliance’s 2-in-1 benefit, an easymode paint tip and glidden.com/easymode call to action.
based survey will be distributed.
MEDIA: IN FLIGHT STEWARDSHIP
AND POST BUY ANALYSIS
Once plans and buys are finalized, the media
activation team will closely monitor the buy
and SEO/SEM in progress (on and offline) for
adjustments needed. A post-buy analysis will
then confirm results and impact achieved.
PUBLIC RELATIONS
IMPACT MEASUREMENT
Weekly media coverage, on and offline will
be monitored through the campaign via The
Daily Buzz. Editorial placements, b-roll usage,
talk show mentions, event publicity and other
media will be assessed.
EVENT & STUNTS METRICS
During the blogger and partnership events,
sweepstakes and on and offline participation
will be measured. Interviews will be
incorporated into the publicity efforts.