the
PEOPLE’S
PAINT
PEO
HOW TO BRING the COLOR INTO YOUR LIFE
PA
the
PEOPLE’S
PALETTE Audience Aqua pg005
Sapphire SWOT pg005
Feedback Fantasy
Competitor Coral pg006
Stunning Strategy
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Wildberry Walmart
Persian Press Release
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Exotic Ethnography pg004
Methodberry Pink pg007
Media Buy Mustard pg010
Mandarin Measurement pg020
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A CALL FOR COLOR
What’s your favorite color? Chances are it’s not white, beige, or taupe. No one’s favorite color is neutral. And yet homes across America are plagued with these non-colors. That’s not a reflection of you. Now is the time to embrace your color and go for bold. You know that project that’s been on your list? Why not make it something that makes a statement? The easiest way to make that happen is by picking a color you actually like. Everyone wants customized furniture. Why not just do it yourself? It starts by picking the right color. Your color.
IT’S TIME FOR SOME COLOR, PEOPLE. IT’S TIME FOR A REVOLUTION. This is where Glidden Brilliance Collection, Walmart’s premier paint line, steps in. Painting adds color to our world, even if it’s simply an accent wall or DIY dresser drawer transformation. Glidden makes it easy to turn inspiration into action. With Glidden, we are all painters and we all have the capability to end the mundane in our lives. It’s time to take a stand against bland. Glidden is easy and uncomplicated; bold and unconventional; fresh and unexpected; fun and uninhibited. Glidden is The People’s Paint. What’s more, Glidden is inexpensive – perfect for our target market segments who need simple solutions to painting and decorating that meet their lifestyle and budget needs. Because Walmart is a one-stop shop for a quick DIY project, it’s the right place for our target market to purchase Glidden Paint.
SO HERE’S TO THE PEOPLE’S PAINT. HERE’S TO COLORING LIFE IN SMALL DOSES TO MAKE A SIGNIFICANT DIFFERENCE. HERE’S TO FEIGNING OFF THE BLAND AND WHITE WALLS IN OUR LIVES.
BECAUSE GLIDDEN GETS YOU GOING, HERE’S TO A GLIDDEN PAINT REVOLUTION. 2
Jen rents her home or apartment and has a “make-it-my-own” attitude. She is female and may be inexperienced,but she’s eager to learn and needs a knowledgeable sales associate. Although she has a low income, she doesn’t dig Walmart because she’s not sure it’s trendy enough. Home Depot is her go-to for paint products.
Anne loves shopping Walmart’s home section, but she has never ventured into the paint section. Ann tendsto be older and paints more for funcional than aesthetic purposes. To build awareness about Glidden Paint at Walmart, it’s imperative to understand DIY-ers.
Barb already knows about Walmart’s paint section and trusts the product. She lives on a budget and a low income. She’s family-focused. This segment is largely Hispanic.
AUDIENCE
To get to know our target market better, we gathered info from Intel reports and an ethnography.
Our target audience consists of three segments: DIY-loving female renters, current Walmart paint shoppers and DIYers who shop Walmart Home. Despite their differences, these segments all have a “doit-yourself” attitude. The 45% of DIYers who make up the paint market currently shop for paint mostly at Lowe’s, Home Depot, and Sherwin Williams retail stores.
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the
In order to discover more personalized insights, a member of each segment was brought in to test the paint and offer feedback. Here’s a summary of our findings. When shopping for paint, the target assumes the employees know what they are doing, but would not consider Walmart when deciding where to buy. Overall, they have a negative perception of the help and expertise they can get at Walmart. If they were to buy at Walmart, it would be because they could get a brand they trust. However, if the Walmart paint employees were more knowledgeable about paint, our target might consider going to Walmart because of the valuable help offered there. Our target buys different brands of paint depending on the project, but in general the brand is very important. Among the target, Glidden brand awareness is lacking. They’ll buy certain paint if it is recommended on a blog, Pinterest, etc. A more affordable paint, such as Glidden, is one they would consider for short-term living situations, like an apartment.
EXPERT ADVICE
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According to the Mintel reports “DIY Retailing” and “The DIY Consumer,” Walmart has significant clout among value-oriented DIYers, but this does not extend to more savvy customers. They want high quality brands and strong customer service, which in their minds, Walmart is lacking. DIYers generally expect sales associates to know the product categories they cover and to be able to offer advice when asked.
factor limiting DIY activity.
Regardless of age (and gender or income), painting is by far the most popular project among DIYers. Nearly half of adults reported that they have done at least one painting or decorating project in the past 12 months. Home ownership is an important driving factor in DIY activity, whereas money is the most highly cited
Younger respondents are more likely to consider themselves physically incapable of undertaking DIY projects. The myth that all DIY work requires great physical strength is one that retailers and suppliers may seek to address in reaching out to new consumers, especially younger ones.
Friends, TV shows, retail stores and websites are the most highly used source of information for those seeking information on a DIY project. Younger DIYers—ages 18-34—are more likely to rely exclusively on the Internet for information (e.g., Pinterest and blogs).
BLUEPRINTS OF THE BRAND STRENGTHS
OPPORTUNITIES
• Exclusive paint manufacturing partner of Wal-Mart
• Utilize the traffic in Walmart to direct shoppers to the Paint Center
• Inexpensive
• Make the brand a relevant option for DIYers seeking quick changes
• Appeals to people doing small DIY projects • Accessible
• Emerge as a quality national paint brand that empowers consumers
• Sleek package design • Simple color center • XXL Paint Chips • Low-oder • Environmentally friendly
WEAKNESSES • Mid-range paint that is not considered for large projects • Known for being a short-term paint • Lack of awareness
THREATS • Competition with other paint manufacturing companies • Nearly every brand offers a 2-in-1 (paint + primer)
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NAILING DOWN THE COMPETITION Behr is rated one of the best paint brands in customer satisfaction by J.D. Power & Associates. Behr products are sold exclusively at The Home Depot and have been named “Partner of the Year” 10 times. Behr’s well-known products have a large variety of available products and over 4,000 different colors to choose from. The Do-it-Yourself audience is drawn to Behr because of their decent price for high quality paint.
Valspar ads hit hard on the emotional value of color to their customers. Not only is Valspar mainstream at all Lowe’s in the U.S., Valspar’s spray paint product won the paint category product of the year and achieved $3.7 billion in sales in 2012. Valspar has a strong, interactive online presence and a basic user-friendly website. Sherwin-Williams is ranked #4 in Coatings World in terms of sales. They reached $8.7 billion in sales in 2012. This well-established and highly-recognized brand is a large multifaceted company and is rated one of the highest in customer satisfaction ratings by J.D. Power & Associates. Since Sherwin-Williams is not a mainstream chain, their 3,300 retail stores make up for it.
Benjamin Moore is a smaller, privately owned company. Their strong reputation has earned them the highest rating in customer satisfaction from J.D Power & Associates. “Stylish” and “fresh” characterize Benjamin Moore’s colors in recent advertising, appealing to the target audience’s love of glamour. Clark + Kensington are the most like Glidden in their marketing effort. It discovered that most consumers want and need validation and guidance in the color selection process. They have also realized that many have come to believe that ‘do-it-yourself’ means ‘do-it-alone.” Clark + Kensington’s humorous campaign tone have earned them $115 million dollars in sales. Olympic made $10.8 billion in sales in 2012. They earned the Good Housekeeping seal in 2009, which means the magazine guarantees products for 2 years or your money back.
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DO IT YOURSELF
RESEARCH QUALITATIVE RESEARCH ETHNOGRAPHY We conducted our ethnographic study with consumers from each target market segment. Our groups were brought into an unpainted room. Each person was provided with paint and a brush or roller and was asked to paint the walls. As they painted, they each described the things they liked or disliked about the paint and about their experiences with other paints. After they finished painting, we sat down with them and asked questions concerning paint and DIY projects. By the time we finished the questions, the paint had mostly dried and our participants were able to compare coverage and color of the dry paint and describe their reactions to Glidden paint.
SURVEY We surveyed 166 people. The survey helped us to understand where our target market shops, how frequently they shop, and their involvement in DIY projects.
FOCUS GROUP/ETHNOGRAPHY TOPICS • Qualities of competitors • Paint purchasing behavior • Types of DIY projects • Paint in the media (DIY shows) • Importance of paint expertise
KEY INSIGHTS Our target market spends most of their time in the grocery, cosmetic, and home and garden departments of Walmart.
• Low price is the main reason people buy paint from Walmart. • Redecorating and repainting are the two most popular forms of DIY projects. • Facebook and Pinterest are the two most frequently used forms of social media used by our target market
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DIY-ERS SPEAK UP GENERAL FEEDBACK When shopping for paint, consumers assume the employees in the paint center know what they are doing and trust their advice – except employees at Walmart. If they were to buy at Walmart, they would go for a trusted brand of paint because they don’t trust the expertise of Walmart sales associates about paint. However, if Walmart paint employees were more knowledgeable about paint, our target might to go to Walmart and rely on the associates’ knowledge. They buy different brands based on the type of project, but in general our target cares about having a paint brand they know and trust. Among the target, Glidden brand awareness is lacking. They’ll buy certain paint if it is recommended on a blog, Pinterest, etc. A more affordable paint, such as Glidden, is one they would consider for short-term living situations, like an apartment.
RENTING DIY SHOPPERS
CURRENT PAINT CUSTOMERS
This group is rather inexperienced when it comes to DIY projects. They want to have someone to talk to who can guide them through the project.
• They buy Walmart paint because they recognize the brand name and trust it.
• They are less concerned about quality and more concerned about price. • The Internet is their main source of DIY ideas and they will follow any suggestions given to complete projects. • As renters, they want to turn their apartments into their own space and generally do this via decorating.
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• Millennials are interested in creativity and self-expression and want to share those projects with their friends.
“WHEN I AM PAINTING MY APARTMENT I WOULD GO FOR A MIDDLE PRICED PAINT. NOT THE HIGHEST QUALITY BUT NOT THE LOWEST EITHER.”
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-SYDNEY (RENTER)
• Paint at Walmart because is cheaper than at other places. • Walmart paint is convenient because they are already purchasing other things at Walmart.
“BRAND MEANS A LOT... WHEN I AM THINKING OF A QUALITY PAINT I THINK OF BRAND NAME PAINT.” -STEVE (DIY-ER)
WALMART HOME SHOPPERS • This group buys brand name paint because they trust its quality. • They want to talk to someone who knows a lot about paint, so they prefer paint specialty stores where they can get expert advice. • They want high quality paint because they are generally painting a home they own and and they want the paint to last.
BRAND PERCEPTION STRATEGY BEFORE
STRATEGY
• Walmart offers paint?!?
Painting brightens our lives, lifts our moods, and adds color to our world.
• DIY projects take lots of time and energy • $$$ considered biggest obstacle to overcome when considering DIY
BRAND CHARACTER
• Colorplace (Walmart Brand) is a cheap alternative
AFTER • Walmart offers Glidden Paint, a nationally recognized brand • Walmart paint employees are knowledgable • Glidden is the best paint for DIY projects • Position Walmart as a quality paint distributor
MEDIA STRATEGY Between the budget allotted for this campaign and the vast reach of Walmart, we needed to be selective with some of our media buys in order to afford them. To do so, we looked at marriage rates, college student rates, DMA
Top 14 DMAs Atlanta Boston Chicago Cleveland-‐Akron (Canton), OH Dallas-‐Ft.Worth Detroit Houston Los Angeles Miami-‐Ft. Lauderdale, FL New York Philadelphia San Antonio, TX San Francisco-‐Oakland-‐San Jose Washington, DC Other DMAs Traverse City-‐Cadillac, MI Chattanooga, TN Quincy-‐Hannibal-‐Keokuk, IL-‐MO
% Married
family sizes, and income demographics by DMA. From there, we came up with a formula to calculate how well each DMA matched with the demographics of Walmart according to AdAge. % Moms w/ 1-‐3 kids
% College Students
53.80% 52.20% 50.80% 50.80% 54.10% 51.70% 53.40% 52.80% 49.30% 49.40% 50.80% 53.10% 53.90% 54.60%
14.40% 13.60% 13.40% 12.20% 15.00% 13.10% 15.00% 14.10% 13.70% 13.10% 12.60% 13.60% 12.20% 13.50%
11.00% 7.50% 9.50% 8.13% 10.30% 9.02% 10.80% 11.20% 10.70% 8.99% 9.14% 11.20% 9.91% 9.68%
56.70% 54.40% 53.30%
11.30% 12.80% 12.10%
6.67% 7.70% 7.64%
Avg. Income $62,362 $86,074 $77,253 $59,724 $66,424 $68,851 $66,572 $77,590 $68,620 $94,567 $81,580 $59,300 $92,228 $88,019
Region South North East Mid West Mid West South Mid West South West South North East North East South West South
$50,405 Mid West $50,486 Mid West $51,165 Mid West
Score
Locations 15 11 12 12 16 14 15 10 14 8 9 15 11 15 10 13 12
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3 4 3 3
6 2
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TAPING OFF THE SPACE We have chosen a pulsing media schedule for this campaign. We will come out strong at the front by completely taking over Walmart Supercenters. Shoppers will not be able to miss Glidden’s presence. We’ll remove the advertising then replace it at the end of June through the beginning of July to hit the summer and Fourth of July shoppers. This is followed by another lull until mid-August where we will come back in full force to target the backto-school shoppers. We will finish the campaign leaving the way we came in by taking over the entire store again for one last week. Amid this pulsing schedule there are a number of aspects that will be carried throughout the entire schedule. This continuity will keep Glidden on the
minds of all Walmart shoppers as they interact with the brand on various social media platforms. The following chart details Glidden media coverage.
WHEN THE PEOPLE’S PAINT PROMOTIONS ARE RUNNING IN STORE, CONSUMERS WON’T BE ABLE TO IGNORE IT AND CERTAINLY WON’T BE ABLE TO FORGET IT.
Glidden Media Plan
ONLINE
INSTORE
Week
10
May
1 2
3
Jun
4 1
2
Jul
Aug
Sep
Totals by Media
3 4 1 2 3 4 1 2 3 4 1 2 3 4
Guard Pole Covers
$25,000
Cart-Art Shopping Carts
$28,800
Entry Vinyls
$226,625
Posters
$310,537
Footprint Vinyls
$226,625
Smart Network
$300,000
Large End Aisle Posters
$2,945,600
Paint Center Vinyl Wrap
$64,295
Check Out Dividers
$31,500
Colored Receipts
$64,000
Colored Plastic Bags
$400,000
Paint Stirrers
$700,000
Smart Phone App
$200,000
Glidden Microsite
$10,000
Social Media Month Totals
$1,414,442.06
$639,626.86
$889,324.20
$876,036.40
GRAND TOTAL $5,532,982
$1,037,177.73
IN-STORE GLIDDEN EXPERIENCE The “People’s Paint” is a call to action that inspires and unites DIY-ers. We want to inspire them in the place that action first takes form – Walmart stores. We maximized our budget by strategically placing marketing materials in-store. This plan has a single
purpose – to direct the 100,000,000 weekly Walmart shoppers to the Paint Center to purchase Glidden Paint. This chart details the path of one example shopper, and shows his/her 7 points of contact with the Glidden name.
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1.
GUARD POLE COVERS
$0.30/sq. meter x 2 meters per pole x 6 per store x 3,500 stores = $25,000 These corrugated plastic covers are the first point of contact and will be seen by shoppers before they enter and as they leave the store.
CART-ART 2.2. $0.30/sq. meter x 3 meters x 30 carts per 3,200 Supercenter stores = $28,800
Thirty multi-colored shopping carts at each store display Glidden’s People’s Paint message and get customers to secure promotional offers posted on social media. The contest challenges customers to find one of the special shopping carts to get the gift, the discount or special offer at the Paint Center.
3.
ENTRY VINYLS
$0.99/sq. ft. (15’x30’) x 3,200 SC’s = $1,801,300
As they enter the store, shoppers will see gigantic floor-to-ceiling vinyl banners introducing the Glidden Paint Walmart store takeover.
4.
POSTERS & FOOTPRINTS $0.99/sq. ft (3’x5’) x 5 per store x 3,500 stores = $310,537 $1.75/sq. meter x 37 per store x 3,500 stores = $226,625
Eye-catching end aisle posters throughout the store introduce shoppers to the DIY Weekend Warriors. Pools of vinyl paint under posters start trails of footprints that lead shoppers to the Paint Center.
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5.
TV SPOTS ON THE SMART NETWORK
$300,000 for 5 months nationwide + $300,000 for production = $600,000
Using Walmart’s own Smart Network, Glidden People’s Paint Promotion TV spots on televisions throughout the store boost cross-aisle conversion.
We Need a Revolution The commercial spot will be in a musical style glorifying the battle on boring. Lyrics and acting are serious, but overall it is a parody because instead of war and weapons, it is paint and brushes. It starts with a woman bemoaning her white walls. She decides she needs inspiration for her home and finds it at Walmart. Other people join her quest for color and they paint a variety of DIY projects, all while singing. These walls are white Those walls are, too 50 shades of white What am I to do? I have had a revelation My house needs a renovation Where to turn for inspiration?? Wait the answer, have I found it? Can I get all of it at here? Every color, every paint tool My project end is near When your decor needs a solution Join the Color Revolution Get the People’s Paint to start All that you need is at Walmart The Revolution now is growing Only Glidden gets you going Get your rollers, tips and hues Use this app where you can choose There’s paint swatches at the store Or make your own so you’ll have more
Paint your walls and paint your shelves We can do it all ourselves We have had it with mundane Our homes will no longer be plain Grab your buckets grab your cans Time to stick it to the bland Paint the bunk beds, paint the ceiling You can’t stop this painting feeling I found a tray; here’s a roller! Can you color match my molar? Just stick your tape and drop your cloth Do they have black? I’m kinda goth. We have all the hues you need For every project to succeed The People’s Paint is here to stay Begin your DIY today The Revolution now is growing Only Glidden gets you going Super: thepeoplespaint.com
VIDEO
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6.
GLIDDEN PAINT CENTER RENOVATION
Posters: Dbl. Sided, $0.99/sq. ft. (8’x15’) x 4 per store x 3,200 Super Centers = $2,945,600 Vinyl wrap: $1.75/sq. meter x 10.5 per store x 3,500 stores = $64,295
All vinyl footprints lead to larger-than-life posters of all four ads hanging over the Paint Center. Splattered paint welcomes shoppers to The People’s Paint theme and Glidden’s message “Glidden gets you going.”
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7.
GLIDDEN’S DECKED OUT CHECKOUT
Walmart shoppers will leave the store paint-minded because Glidden will be present in all checkout lanes.
Colored Reciepts & Checkout Dividers
Receipts: $0.01 per roll x 1,000 per store = $64,000 Dividers: $0.30 ea x 30 per store x 3,500 stores = $31,500 “Stick it to the Bland” dividers start the Glidden checkout experience. After making their purchase we want to inspire DIYers by bringing color to a place where they least expect it: their receipt. Glidden coupons will encourage shoppers to visit the Paint Center when they return.
Colored Shopping Bags & Paint Stirrers
$0.001 each x 400 million bags = $400,000 $7.00/carton (100,000 sticks) x 50,000 cartons = $340,000 Co-op-sponsored multi-color shopping bags at the bag carousel and “Stick it to the Bland” paint sticks will allow shoppers to take the color revolution home with them.
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Ian Ray FOR IMMEDIATE RELEASE 808-896-9892 iray50@gmail.com
Glidden’s “People’s Paint” round-up gives those in need a fresh coat for a fresh start
Glidden Brilliance Collection, Walmart’s premier paint line, will launch a special promotion to coincide with their campaign “The People’s Paint.” Take a Stand on Bland. will make a stir with a tent sale celebrating Glidden’s color revolution during Independence Day weekend at all Walmart stores in Jacksonville, FL. Most people are unaware of how to properly dispose of paint. This is a great opportunity to educate the community and collect old paint in an effort to protect the environment. At the tent sale: • Members of the community can bring in their old paint to be disposed of properly. In return, Glidden will give a People’s Paint discount of $17.76 per gallon (35% off) on the Brilliance line of paint. • Members of the community can sign up to help paint homes of those in need, particularly single mothers and the elderly in the community. • Glidden will donate 35,000 gallons of paint nationwide to support those in need of “a fresh coat, a fresh start” in local communities where Walmart customers shop. CEO Ton Büchner of AkzoNobel, Glidden’s parent company, is proud of this collaboration between Glidden Paint and Walmart. “We’re happy to have our neighborhood communities dispose of old paint at Walmart,” said Büchner. “Overall, it will help the environment, while also bringing together the community to help those in need.” ### Paint Donation: $5.75/gallon x 36,000 = $207,000
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Radio remote at tent event. See page 19
APP & WEBSITE SMART PHONE APP $200,000 for Production
The Glidden mobile phone app will drive users to the store by allowing them to create their own colors, order in-store pickup, and share and vote on their own and others’ colors and projects.
THE PEOPLE’S PALETTE The microsite is the home base for users to create and name original colors. Their color will be given a pantone code, which the paint counter can use to create the paint. Throughout the summer, users upload their color swatch and a photo of their project in that paint color. Users vote on their favorite paint colors and in September, the top 20 colors with the most votes are announced. Glidden then includes these paint colors in their regular paint line as “The People’s Palette.”
Will include a board for each blog post theme. Pins will be original Glidden content as well as from other users. Pins on all subjects will be put up every three days.
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PAINT YOUR SOCIAL LIFE FACEBOOK People who follow Glidden on Facebook can like their favorite pictures of projects. These likes carry over to the People’s Palette vote.
INSTAGRAM Users can hashtag #thepeoplespaint and #stickittothebland. Daily, the user with the most likes will have their photo re-Instagrammed by The People’s Paint account.
TWITTER The People’s Paint Twitter account will be used to provide information about in-store promotions, like “People’s Paint shopping carts win you gifts at the Walmart paint center. You’ll know them when you see them.” At the paint desk, shoppers wheeling a Cart Art shopping cart will get a free LED flashlight and colorful glow sticks. Additional tweets will include calls to action for people to join the Revolution offering discounts on paint rollers, paintbrushes, tray liners and Glidden paint.
YOUTUBE Weekly how-to video based on common painting questions.
$25,000 for maintenance of all social media
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RADIO & CINEMA RADIO
CINEMA
We will run ads during the kickoff of the campaign in May and during the Tent Event during the July 4th weekend. At the tent event we will also schedule a remote at 150 Walmart locations across the country where radio stations will help us give away 1,000 gallons of paint.
Our target market is spending time in the theater. According to The Numbers, 1.37 billion movie tickets were sold last year. Moviegoers are arriving an average of 19 minutes before the movie starts (Arbitron). This gives us a huge opportunity to show our ads and commercial to a large percentage of our target market. In our top 30 DMAs we will show cinema slides followed by a cinema spot shortly before the movie begins.
$400/ad X 30 DMA’s (43 ads in May and 44 ads in July per DMA) = $1,039,593
Tent Event: $1,600 x 150 stores = $240,000
$200/per screen x 4 screens per theater x 9 theaters/DMA x 30 DMAs = $144,000 for slides, $216,000 for video
Radio 1
Radio 2
Color Revolution :60
Manifesto :60
These walls are white Those walls are, too 50 shades of white What am I to do?
It is time. This is a call to all man cave crafters, white wall warriors, Pinterest planners, living room philanthropists, anti-boring bandits. Take up your brushes and destroy the iniquity which has polluted all from our bedroom walls to our living room end tables. The evil of bland has crept upon our walls and has begun to overtake our homes, claiming “creativity” as a roller of tasteless white. Glidden proclaims their paint as The People’s Paint. Rise and save the world from the demise of dull.
I have had a revelation My house needs a renovation Where to turn for inspiration?? Wait the answer, have I found it? Can I get all of it at here? Every color, every paint tool My project end is near When your decor needs a solution Join the Color Revolution Get the people’s paint to start All that you need is at Walmart
Ann: This week at Walmart come to the Independence Day Tent Event and get 17.76% off your paint order. Bring in your old paint for safe disposal. Glidden gets you going. Join the movement today at www.thepeoplespaint.com
The Revolution now is growing Only Glidden gets you going Join the movement today at www.thepeoplespaint.com
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KEY PERFORMANCE INDICATORS
THANK YOU & GOOD NIGHT
Business objectives:
This campaign calls on all people to fight the monotony in their lives; more specifically, the current colors in their homes. It empowers the Walmart customers to finally do that DIY project they’ve been thinking about.
• Increase in sales by 3% • Increase traffic to the Paint Center by 10%
Brand objectives: • Increase the differentiation of the brand from competition • Increase awareness and consideration for Glidden Paint • 300,00 individuals visiting the microsite • 100,000 individuals downloading the app
Evaluation Techniques: • Track Walmart’s point-of-sale system • Utilize the traffic that is already in Walmart with cross-aisle conversion
By finally giving the people the power to create their own colors, we encourage creativity at home. It provides inspiration, tips, and a community to enable painters to come together and take a stand against bland. With the extraordinarily high traffic in Walmart stores nationwide, this campaign targets the audience that is already there. Customers have multiple opportunities to intersect with the Glidden brand throughout their shopping experience, increasing awareness, building brand credit and encouraging cross-aisle conversion. Take up your paintbrushes. Join the Glidden crusade. Long live the People’s Paint!
• Measure in-store ad recall via customer survey • Conduct focus groups centered on brand evaluation • Identify free press obtained from campaign • Utilize Web Analytics on site • Track app download rates and user interaction with app
THE PEOPLE BEHIND THE PAINT
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ACCOUNT Sarah Smith Brock Bolen Brian Brassaw Brad Hill Andrea Wise Julia Barker Morning Jensen Eve Naylor Sam Pugmire Toni Niccoli
CREATIVE
Dustin Locke Ryan Seipert Megan Machen Becca Campbell Aaron Gough Hillary Watt Brandon Robinson Kailey Jones Nellie Rajabi Brock Beeson Jessie Anderson
MEDIA Josh Fox Liz Lin
PHOTOS
Monika Ottehnnig Brianna Vail Allisan Janes Chris Soloman
FACULTY Kevin Kelly Tom Robinson