Glidden Paint - Plans Book

Page 1

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The Beauty of Paint

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&2))(( 25 7($ ÿ 7$.,1* $ 1$3 ÿ :25.,1* 21 7+( &$5 ÿ +$9,1* $ 7($ 3$57< ÿ '$1&,1* $// '$< $1' $// 1,*+7 ÿ 3/$<,1* *2/) %8,/',1* $ )257 ÿ %8<,1* 1(: 6+2(6 *(77,1* $ +$,5&87 ÿ &$7&+,1* 83 21 79 ÿ :$7&+,1* $ 029,( ÿ &$12(,1* ÿ *2,1* 21 $ 52$' 75,3 ÿ 5$&,1* ',57 %,.(6 67$57,1* $ %/2* ÿ /($51,1* +2: 72 7$1*2 ÿ 75$9(/,1* 7+( :25/' ÿ 3/$<,1* 7+( /277(5< ÿ .1,77,1* ÿ *,9,1* 7+( '2* $ %$7+ ÿ '2,1* 7+( /$81'5< ÿ 3/$17,1* 620( )/2:(56 ÿ :((',1* 7+( <$5' ÿ 0$.,1* 1(: )5,(1'6 ÿ *2,1* 72 $ &21&(57 :$7&+,1* 7+( .,'ø6 62&&(5 *$0( ÿ -2,1,1* $ %22. &/8% ÿ /,67(1,1* 72 086,& ÿ 6,1*,1* ÿ -2,1,1* $ *<0 ÿ 6+233,1* +(/3,1* <285 .,' :,7+ +20(:25. ÿ *2,1* 72 7+( 7+($75( ÿ :5,7,1* ÿ 3/$<,1* )(7&+ :,7+ 7+( )$0,/< '2* ÿ 3$,17,1* ),6+,1* 21 7+( /$.( ÿ +,.,1* ÿ :$7&+,1* $ 1$6&$5 5$&( ÿ 3/$<,1* )227%$// ÿ *2,1* 72 $ %$6(%$// *$0( ÿ *2,1* 21 $ )$0,/< &$03,1* 75,3 ÿ :$7&+,1* $ +2&.(< *$0( ÿ +$9,1* 620( %($&+ 7,0( )81 ÿ (1-2<,1* $ %$5%(&8( :,7+ 7+(

We’re talking literally in the finish. It’s easy to make color a big deal when you’re a paint brand – so easy that everyone’s doing it. But what’s not easy is spending an entire day moving furniture, taping edges, laying drop cloths, priming (don’t forget to let it dry), painting and putting a room back in order, just to collapse from exhaustion in the end.

The real beauty in paint is having the time to carry on with your day once you’ve finished. That’s why our campaign focuses on getting the job done as quickly and as easily as possible, so you can get back to what you really want to do. We believe Glidden 2N1 can not only own the position of being the paint that gets you going in the beginning, but keeps you going even after it dries.

is in the Finish.

Table of Contents

Dedicated to the memory of Professor Susan Cox

1. Executive Summary

9. Creative Concept

2. Objectives

10. Communications Strategy

4. Research

12. Creative Executions

8. Opportunity

20. Budget & Evaluation

1

A $10 Million Investment To address the major challenges of this campaign, we had to understand two industries: a fragmented paint industry without a clear market leader and a retail industry with a very clear and dominant leader. So, our challenge was twofold: how to make Glidden 2 N 1 Paint+Primer stand out within the category and within 3,500 Walmart stores, with

A $98 Million Return

a ver y limited budget of only $10 million. (That’s under $3000 per store.) Since the ultimate goal is to sell more Glidden 2N 1 in Walmart, we divided the DIY market into two large segments: those who buy paint at Walmart, and those who shop at Walmart and buy paint elsewhere.

Objectives

1.

2.

Increase awareness that Walmart sells paint in 3,500 stores nationwide.

We project our campaign will result in about $98 million of additional sales, which is an approximate return of $9.80 for each advertising dollar spent. This is a 56% increase over a five month period.

Current Sales

Projected Sales

$176MM

$274MM

3. Build awareness, consideration and purchase of Glidden 2N1 among targeted segments.

Introduce Walmart into consumers’ consideration sets as a viable paint outlet.

The following two funnels show awareness and conversion rates with projected purchases for each of the two segments:

Walmart shoppers buying paint at Walmart

Glidden Awareness Current

Glidden Awareness Projected

41%

50 %

Glidden Purchases Projected

This equates to an increase of almost 4 million gallons of Glidden 2N RYHU RXU ĕYH PRQWK FDPSDLJQ

10 %

20% Conversion =$78,400,000

Walmart shoppers buying paint elsewhere

Current

9%

12 %

2%

6,910,219

Increase 3,847,733 gal.

Projected 10,757,952

17% Conversion =$19,600,000 You told us that 66% of DIY-ers are aware that Walmart sells paint. However, our primary research told us that 85% of people are aware. So we’ll leverage this high level of awareness amongst current Walmart shoppers and convert them to Glidden loyalists. 2

We had a basic understanding of the paint situation in Walmart, but we needed to know more about the people we were trying WR LQĖXHQFH 3

Research $IWHU VXUYH\LQJ RYHU

500 respondents,

visiting more than

100 Walmart stores,

The DIY Divide

testing

and conducting

17 concepts,

2 in-depth interviews with Walmart store managers,

While the case provided us with three different segments to target, our research indicated that our best prospects lie within segments two and three. Due to the limited budget and Glidden’s desire for an “extremely targeted national tv

magazine

digital national tv mobilemagazine social

digital outdoor

campaign,� we decided to focus on homeowners. We then segmented them further based on their paint shopping habits at Walmart.

mobile in-store social

outdoor

in-store

national tv

magazine

digital

mobile

social

outdoor

...here’s what we found:

How Walmart shoppers feel before they start painting

171 The number of times respondents used words like “need� when recalling why they began a paint project. Simply put, our target paints out of necessity, not desire.

Gliddenites

Convertables

Non-Believers

ĂżBuy Glidden paint at Walmart Ăż3rimarily men

Ăż3XUFKDVe paint at Walmart mostly ColorPlace Ăż0HQ DQG ZRPHQ

Ăż$ZDUH WKDW :DOmart sells paint, but choose to buy elsewhere Ăż Men and women

Give me a brush, I’m ready to go!

I’m terrified to try it. 1.0

5.0

7.35

All respondents

8.82

What defines them all

10.0

Target market

Compared to all respondents, our target is more confident and eager to begin a painting project.

How they feel when they’re done

Married 35-54 years old

Homeowners

58% GREAT/GOOD

28%

HAPPY/SATISFIED

14%

4 year degree at most

PROUD/ACCOMPLISHED

Midwest & South

When it comes to painting, our target market is up for the FKDOOHQJH +RZHYHU WKH\øUH HYHQ PRUH H[FLWHG WR Ä•QLVK ZKDW they know is a time consuming, laborious process. 4

$25,000$75,000 HHI

Ăż /R\DO :DOPDUW VKRSSHUV Ăż $ZDUH WKDW :DOPDUW VHOOV SDLQW Ăż 9DOXH FRQVFLRXV Ăż 3UDJPDWLF Ăż 'RZQ WR HDUWK Ăż /HDG EXV\ OLYHV Ăż +DYH PDQ\ GLIIHUHQW LQWHUHVWV

Suburban & Rural

Now that we understand our target market, ¡ Loyal Walmart shoppers that are satisfied with their experience ZH VWLOO QHHG WR Ä•QG RXW KRZ WKH FRPSHWLWLRQ ¡ Price & value conscious; influenced by sales promotions & incentives is trying to reach them. ¡ Pragmatic, simple, down to earth, DIY-ers ¡ Busy with lots of different interests 5

The Disappearing Act With slogans like “Find your soul paintâ€? and Ăş/LIHWLPH FRORU JXDUDQWHH Ăť LWøV REYLRXV WKDW within the paint category, advertising is very color oriented. While paint is a visual product, the brands

themselves become invisible once on the wall. In fact, our survey says 66% of the target couldn’t remember what brand of paint they bought at Walmart. This tells us that color isn’t really differentiating any brand.

Glidden Stands Alone Beyond each brand’s color palette, what more do they have to offer the consumer? The competition positions itself far away from the Glidden and Walmart shopper. Communications are lofty and hardly resonate with the pragmatic nature of our target.

Benefit Message

Can you even tell which blue belongs to whom?

G

O

Pragmatic Appeal

Lofty Appeal V

SW

B

BM CK

O

Demand everything. Compromise nothing.

CK

Find your soul paint.

BM

The color experts.

B

Good. Better. Behr.

V

/LIHWLPH FRORU JXDUDQWHH

SW

Color Message BM BENJAMIN MOORE

V

VALSPAR

SW SHERWIN-WILLIAMS

B

BEHR

CK CLARK + KENSINGTON

G

GLIDDEN

O

With their current messaging, Glidden has already positioned itself in a space that resonates with our target. To gain more share at Walmart, we need to focus heavily on the VSHFLÄ•F FRQVXPHU EHQHÄ•W *OLGGHQ N1 provides.

G

Cover the earth. Glidden gets you going.

OLYMPIC

$FFRUGLQJ WR WKH FDVH WKH SDLQWLQJ SURFHVV IRU ',< HUV LV DV IROORZV

Inspiration

Consideration

Buy Paint

Most paint advertising tends to focus heavily on “inspiration� and touches upon “enjoy.� Though competitors’ ads use different creative appeals, the messaging is still basically the same. They either show consumers desperately searching

Now that we know our competition is focusing on color, we need to know what else they’re doing. 6

Painting Day/Weekend

Enjoy

Prep Apply Clean up for colors to match their emotions, or they EULHÄ–\ VKRZ HODWHG SDLQWHUV RQ WKHLU FRXFKHV staring at their walls. Just like the similar color palettes, we see similar advertising across the industry.

$UPHG ZLWK D EHWWHU XQGHUVWDQGLQJ RI WKH FRPSHWLWLRQ we now see our niche in the marketplace. 7

Insight, Meet Opportunity

Strategy, Meet Creative Positioning Statement:

What

Competitors’ advertising is heavily focused on color and the beginning steps of the painting process.

What

Glidden 2N 3DLQW 3ULPHU OHWV \RX Ä•QLVK SDLQWLQJ IDVWHU VR you have more time to focus on the things you want to do next.

So What The “Glidden Gets You Going� campaign has already mastered the beginning of the painting process. To stand out moving forward, we now need to focus on what comes next.

So What

Painting is a time consuming, high involvement process.

Top timeline

Our look We use a timeline approach featuring Glidden colors. It shows how time saved with 2N1 can be better spent.

Time spent priming followed by time spent painting makes you miss out on the things you really want to do.

Glidden pioneered the 2N1 category, but now that other competitors have launched similar products, Glidden can no longer claim the middle of the process.

What

Our target market paints out of necessity; they have other things they would rather be doing.

So What Current paint advertising pays homage to the end result of a freshly painted room, but our consumer is focused on what happens when the painting is done.

Now What? Bottom timeline

Painting with Glidden 2N1 gets you done faster so you have more time to do the things you enjoy.

How come no one talks about what happens after the paint dries? /LIH PRYHV RQ 2XU WDUJHW GRHVQøW KDYH WLPH WR VWDUH DW WKHLU ZDOOV for hours, because they have other things to do. While they enjoy their freshly painted walls, their day is not over yet.

Glidden gets you going This pays off our idea that painting with Glidden 2N1 will help you get to the things that you want to do faster. We position this opposite of Walmart’s logo as per Glidden’s Tone and Style Guide.

Our Creative Concept Inspiration

Consideration

Buy Paint

Painting Day / Weekend Prep

Apply

Enjoy

Glidden’s Opportunity

Clean up

Glidden has the opportunity to stand out by claiming a step that everyone else has overlooked. Glidden has the opportunity to reinvent the end. 8

We leverage Glidden’s current slogan by applying it to the end of the painting process and what comes next for our target. By doing so, we HOHYDWH WKH FRQVXPHU EHQHĕW DVVRFLDWHG ZLWK paint by focusing on things the target likes to do. We run 1/3 page ads (due to the limited budget) that quickly communicate our message.

With a different look, they stand out from the competition but still reference important product features. With the call to action, the ads drive WUDIÄ•F WR :DOPDUW 7KH\ XVH SUDJPDWLF UHODWDEOH copy that appeals to the Walmart shopper, and they clearly differentiate Glidden from the direct competition on Walmart shelves.

1RZ WKDW ZH KDYH D FUHDWLYH LGHD ZH QHHG WR Ä•JXUH RXW KRZ WR XVH LW 9

Integrated Communications Strategy Before we can sell more paint, we need to increase awareness and preference for Glidden among Walmart shoppers. To do that, we launch an extremely targeted multimedia campaign designed to optimize frequency on a limited budget. national tv

magazine national tv digital

magazine mobile

digital social

mobile outdoor

social in-store

Our campaign runs from May-September on a FRQWLQXRXV VFKHGXOH DQG ZH Ä–LJKW 79 DV ZHOO (DFK medium works together seamlessly to move consumers between our three phases: awareness, preference and Ä•QDOO\ FRQYHUVLRQ outdoor

in-store

national tv

magazine

digital

mobile

social

outdoor

Gliddenites

Convertables

Non-Believers

We remind them why they like Glidden and we encourage them to buy more.

We encourage them to switch brands from ColorPlace or Better Homes & Gardens to Glidden.

We convinces them that Walmart is a paint destination and that Glidden is the preferred choice.

in-store

Awareness

national tv

magazine

Magazine

digital

Our magazine buy focuses on educating the consumer about the benefits of Glidden 2N1 Paint+Primer. Placing ads in magazines that resonate with our target and matching them with the editorial increases memorability.

Preference

national magazine digital mobile social mobile national national national tvtv social tv tv national magazine magazine magazine tvoutdoormagazine digital digital digital in-store national mobile digital tvmobile mobilemagazine social mobile social social

National TV

7KH 79 VFKHGXOH LV Ä–LJKWHG LQ WKH Ä•UVW DQG WKLUG ZHHN of each month, serving as awareness and reminder advertising for the Glidden brand. Matching the ads to the content of the programming also increases memorability.

Digital

Social

Digital and social work together to reinforce brand messaging with multiple touchpoints. This creates opportunities for the Glidden brand to interact and engage with the target market, which then increases preference.

Conversion

outdoor outdoor digital social outdoor outdoor

Outdoor

in-store in-store outdoor mobile in-store in-store social in-store

Mobile

In-Store

:H OD\HU LQ D UHJLRQDO VWUDWHJ\ WKDW LQFOXGHV ELOOERDUGV LQ '0$V where our target is concentrated, Walmart stores are abundant DQG FRPSHWLQJ SDLQW VXSSOLHUV DUH IHZ 7KHVH VHUYH DV WUDIÄ•F GULYHUV WR VSHFLÄ•F VWRUHV ZKLFK DOVR LPSDFW FRQYHUVLRQ $Q LQ VWRUH VWUDWHJ\ WKDW LQFOXGHV PRELOH IRFXVHV RQ FUHDWLQJ D PRUH HIÄ•FLHQW SDLQW VKRSSLQJ H[SHULHQFH IRU customers, directly increasing conversion.

9LHZ RXU IXOO PHGLD VFKHGXOH RQ SDJH 10

11

o

Print $FFRUGLQJ WR RXU SULPDU\ UHVHDUFK RI WKRVH WKDW PAINT. PRIME. We launch in May with three consecutive 1/3 page ads in are aware Walmart sells paint turn to magazines as a All You, which set the tone of the campaign. We run ads in source of inspiration. So, we run an extremely targeted other magazines that relate to our target’s lifestyles and national magazine buy throughout the campaign, are segmented by gender. designed to increase awareness and preference.

one of our targeted segments. This allows for greater target selectivity, giving us more impact for the ad dollars spent.

PAINT.

PRIME.

PAINT.

OR USE GLIDDEN 2N1 PAINT+PRIMER.

PLAY BALL.

Red  Rose  Bouquet Available  at

OR USE GLIDDEN 2Nchoose 1 PAINT+PRIMER. CHEERS. We a mix of magazines that reach all three, two, or Dazzling  Daffodil Available  at

PRIME.

Glidden gets you going.

OR USE GLIDDEN 2N1 PAINT+PRIMER. Glidden gets you going.

PLAY BALL.

Red  Rose  Bouquet Available  at

Glidden gets you going.

We match the content of the ads to the editorial content of the magazines, which deepens the impact of our creative message.

Runs in ESPN the Magazine LQ -XO\øV 0/% $OO 6WDU *DPH LVVXH

For instance, this ad runs in All You in the “Desserts and Treats� section.

PRIME.

PAINT.

PRIME.

PAINT.

PRIME.

PAINT.

OR USE GLIDDEN 2N1 PAINT+PRIMER.

HAPPY ENDINGS.

Pink  Flamingo  Available  at

Glidden gets you going.

OR USE GLIDDEN 2N1 PAINT+PRIMER.

Runs in GLIDDEN Family Circle issue focusing on ways to better your life. OR USE 2Nin1 May’s PAINT+PRIMER. HAPPY ENDINGS.

TREAT YOURSELF.

Pink  Flamingo  Available  at

Very  Berry Available  at

Glidden gets you going.

Glidden gets you going.

PRIME.

PAINT.

OR USE GLIDDEN 2N1 PAINT+PRIMER.

CHEERS.

Dazzling  Daffodil Available  at

PRIME. Index: 238

12

129

PAINT. 114

144

117

Glidden gets you going.

Runs in June/July issue of Outdoor Life alongside “Summer Bass Fishing.�

13

Digital Strategy

Television RI VXUYH\ UHVSRQGHQWV WROG XV WKDW WKH\ XVH 79 DV a source of ideas for home improvement projects. So, we run a highly targeted cable and syndicated buy. We Ä–LJKW QDWLRQDO 79 VSRWV WR JHW WKH WDUJHW WKLQNLQJ DERXW using Glidden for their next home improvement project.

CMT Music 7KLV GULYHV WUDIÄ•F GXULQJ WLPHV ZKHQ WKH\øUH likely to purchase. The spots run during Primetime and 3ULPH $FFHVV WR OHYHUDJH KLJKHU YLHZHUVKLS OHYHOV $ WRWDO of 3,726 spots run, resulting in 621 GRPs and an average CPP of $5,847.

We run the spots Wednesday, Thursday and Friday on shows like Swamp People, Home Improvement and

Our :15 spots increase awareness, as well as preference for Glidden 2N GULYLQJ WUDIÄ•F WR :DOPDUW VWRUHV

TV Buy- Index Numbers CMT: 169

Our digital strategy employs a multi-pronged approach utilizing leaderboards, as well as Facebook ads and promotions. Together, they increase preference for Glidden by engaging with our targeted segments.

foxsports.com: 190

about.com: 143

cheaptickets.com: 157 whitepages.com: 130 nascar.com: 157

overstock.com: 174

allyou.com: 117

espn.go.com: 131

$QLPDWHG OHDGHUERDUGV EXLOG SUHIHUHQFH DQG GULYH WUDIÄ•F WR D SURPRWLRQ VSHFLÄ•F WDE RQ WKH *OLGGHQ Facebook page. 2N1 PAINTS FASTER

Discovery: 108

HAPPY ENDINGS

Available  at

This spot, entitled “Glug Glug� runs on shows like Impractical Jokers.

/LIHWLPH

79 ODQG

*$&

WUX79

Speed: 100

Spike: 108

Like  us  on  facebook  to  enter  our  monthly  getaway  giveaway. Â

Glidden gets you going.

More Life on Your Timeline We integrate the Facebook timeline feature into our campaign to extend our creative concept to social media.

“There are 24 hours in a day.� “About 8 of which you use for sleep.�

“There are 24 hours in a day.� “About 8 of which you use for sleep.�

“Don’t you think you should be doing something a little more enjoyable with the rest?�

“Don’t you think you should be doing something a little more enjoyable with the rest?�

Every month, Glidden will upload a photo album of all-inclusive getaways. Users share the photo they like the most on their timelines for a chance to win.

“Glidden 2N1 Paint+Primer gets you out there quicker.�

“Glidden 2N1 Paint+Primer gets you out there quicker.�

*HWDZD\V LQFOXGH 9,3 1$6&$5 WLFNHWV Ä•VKLQJ WULSV VSD ZHHNHQGV DQG RWKHUV WKDW our target enjoys.

Available at

Available at

Glidden Brilliance 2N1 Paint + Primer gives you more time to get back to things you really want to do.

Glidden  gets  you  going.

Sound Effect -“KSSST�

Sound Effect -“KSSST�

“Perfect.�

“Perfect.�

Glidden Brilliance 2N1 Paint + Primer gives you more time to get back to things you really want to do.

Sound Effect -“KSSSTâ€? Glidden  gets  you  going.

“Don’t miss the Loaded Lid Giveaway this weekend!� Sound Effect -“KSSST�

Sound Effect -“KSSST�

“Don’t miss the Loaded Lid Giveaway this weekend!� Sound Effect -“KSSST�

This spot, entitled “Natural Glow� runs on shows like Project Runway.

“That’s a nice shade of orange.�

“That’s a nice shade of orange.�

“For your wall anyway�

“For your wall anyway�

“Glidden 2N1 Paint+Primer gets you out there quicker.�

“Because let’s be honest.�

“Glidden 2N1 Paint+Primer gets you out there quicker.�

“Because let’s be honest.�

Facebook

Available at

Glidden Brilliance 2N1 Paint + Primer gives you more time to get back to things you really want to do.

We geo-target Facebook ads to drive awareness and preference. Available at

Glidden  gets  you  going.

“It’s called a natural glow for a reason.�

Glidden Brilliance 2 1 PaintSQUEAL� + Primer gives you more time Sound Effect - “SEAGULL N

to get back to things you really want to do.

Glidden  gets  you  going.

“It’s called a natural glow for a reason.�

Sound Effect - “SEAGULL SQUEAL�

Not Enough Time? “Don’t miss the Loaded Lid Giveaway this weekend!� Sound Effect -“SEAGULL SQUEAL�

“Don’t miss the Loaded Lid Giveaway this weekend!� Sound Effect -“SEAGULL SQUEAL�

Glidden 2N1 gets your painting done faster so you can get back on the lake. Like Bob Smith likes Glidden.

14

Glidden 2N1 Painting shouldn’t take all day. Get back to what you love with Glidden 2N1. Like Sarah Turner likes Glidden.

15

Regional Media Strategy 60% of paint sold in Walmart is ColorPlace, so our regional strategy focuses on moving Convertables to Glidden 2N1. ColorPlace customers are concentrated in the South (118) and Midwest (112) in C (133) and D (190) counties.

Outdoor

:H OD\HU LQ D UHJLRQDO RXWGRRU FDPSDLJQ LQ '0$V To optimize our budget, we focus on media markets that are less expensive and include Walmart stores with minimal nearby competition. Overall, the buy results in 7,300 GRPs.

2 N 1 PAINTS FASTER

PLAY BALL.

We use PRIZM zip code segments to highlight the best areas to reach our target.

Available at

Glidden Brilliance 2N1 Paint+Primer

Glidden gets you going.

9 8 11 7

10

12

6

13 5 14

1

4

2 N 1 PAINTS FASTER

CHEERS.

2 15 16

3 Available at

Glidden Brilliance 2N1 Paint+Primer

Glidden gets you going.

17

1. Greenville-New Bern-Washington, NC 2. Wilmington, NC &ROXPEXV *$ 4. Bowling Green, KY /H[LQJWRQ .< 6. Dayton, OH 7. Toledo, OH /D &URVVH (DX &ODLUH :, *UHHQ %D\ $SSOHWRQ :,

16

&HGDU 5DSLGV :DWHUORR ,RZD &LW\ 'XEXTXH ,$ 5RFKHVWHU 01 0DVRQ &LW\ ,$ $XVWLQ 01 12. Omaha, NE /LQFROQ +DVWLQJV .HDUQH\ 1( 6SULQJÄ•HOG 02 $PDULOOR 7; /XEERFN 7; :DFR 7HPSOH %U\DQ 7;

2 N 1 PAINTS FASTER

Available at

TREAT YOURSELF.

Glidden Brilliance 2N1 Paint+Primer

Glidden gets you going.

17

In-Store How does your paint stack up?

Get In, Get Out, Get Painting

We found that 90% of survey respondents are aware that Walmart sells paint because they saw it in the store. So, we utilize in-store promotions to reach the 140 million shoppers that visit a Walmart store each week and drive conversion throughout the campaign. In-store advertising runs May - September in all 3,500 Walmart stores.

primer

paint

Brand recall among Walmart Smart Network viewers is 65%, so we run ads on Walmart’s internal network in high WUDIĕF DUHDV RI WKH VWRUH

national tv

Sponsoring self-checkout express lanes reinforces that Glidden 2N1 allows you to get things done faster.

Shopping cart ads with Glidden-sponsored Walmart store maps direct shoppers to the paint aisle.

The fastest route to the fastest paint. Glidden 2N1. Toys

Sporting Goods

Crafts

Electronics

Media

Books

Paper & Cleaning

Pets

Tire & Lube Express

paint

Electronics

Auto Care

Grocery

Media

Baby

Health & Beauty

Home

Grocery

Home

Lawn & Garden

Sports Shop

Produce

Deli

Party Supplies

Check Out

Seasonal

Photo Center

Vision Center

Restrooms

Do-ItYourself

Shoes

Home & Office

Health & Beauty

Glidden gets you going.

We integrate our message where it matters most-next to the competition.

Pharmacy

Apparel

Jewelry Cosmet

Glidden 2N1 is available in 3 finishes: Flat, Semi-Gloss, and Eggshell-Satin

Bakery

Do-ItYourself

Bank Subway

Courtesy Desk

Sponsored by

Lawn & Garden

Shopkick

Check Out

To interact with our target and influence their shopping behavior, we use Shopkick, the most widely XVHG UHWDLO PRELOH DSS $OUHDG\ LQWHJUDWHG ZLWKLQ Walmart stores, it geo-targets and rewards users based on their behavior. We increase preference among our targeted segments by incentivizing trips to the paint aisle as well as interactions with Glidden.

High Frequency Departments Shelf Talkers We grab our target’s attention as they walk into the store with shopping cart ads. Since research shows most SHRSOH WHQG WR VKRS WKH JURFHU\ DLVOHV ĕUVW ZH LQWHUFHSW WKHP WKHUH ZLWK HQG FDS 79 VFUHHQV $V WKHVH DGV GULYH

18

Cart Advertising

Smart Network

WKHP FORVHU WR WKH SDLQW GHSDUWPHQW WKH\ VHH RXU 79 wall in electronics, as well as shelf talkers in designated departments. When they leave, we check them out faster with Glidden-sponsored self-checkout express lanes.

Loaded Lid Giveaway Glidden 2N1 Paint+Primer

Glidden 2N1 Paint+Primer

'XULQJ WKH ZHHNV ZH Ä–LJKW QDWLRQDO 79 ZH UXQ FRUUHVSRQGLQJ in-store promotions that use the Glidden paint can lid as an instant win mechanism.

19

Candelight Communications

Schedule

Johnson & Wales University

May National TV

Account Planners 3DXO /LRWWD Elaina Milici

Ju ne

Promotions Magazine Outdoor In-Store

Ju l y

Digital

August

Se p tem b er

Medium 1DWLRQDO 79

Cost

Impressions

$3,630,397

43,060,000

Magazine

2,144,314

30,237,095

In-Store

2,077,500

2,800,000,000

Digital

375,000

585,653,375

Facebook

375,000

1,973,684,210

Outdoor

751,800

7,417,750

Promotions

645,989

Total

20

$10,000,000

5,440,524,300

Evaluation We administer a pre- and post-survey to gauge the change in awareness and preference for Glidden at Walmart. We evaluate click-throughs to Glidden’s Facebook page to track spikes in WUDIĕF DQG HQJDJHPHQW &OLFNV IURP OHDGHUERDUGV and Facebook ads are monitored as well. We measure the effectiveness of our regional outdoor campaign by comparing Walmart paint sales by '0$ )LQDOO\ ZH PHDVXUH PRQWKO\ VDOHV LQ DOO 3,500 Walmart stores.

Research & Media Miranda Bassage Corey Bettencourt $P\ 'H0HOOR Bridget Galiger Sam Glassoff Joshua Hensel $OH[DQGUD 2ø1HLO 0D[ =DNORZ /HHSVRQ Art Directors Bryan Chen Doug Cuddeback 6DUDK /LVWHU Christian Maxwell Ryan McCabe Conor Mitchell Grace Peterson 7ULFLD 6SULQJÄ•HOG Copywriters $OEHUR %HUXO Jessica Fleming Steph Piperis $QQD 6WHHO /HDQQD 6WHLQ Emmie Strommen Wesley Sweeney /DXUHQ 7XUQHU .DWKHULQH 9UHHODQG Promotions Gianna Joseph /\GLD 7KHUULHQ Advisors Oscar Chilabato Christine Ure

Special Thanks

Sources

-XDQ $OYDUDGR Ryan Barry Dean Brush Jack Burtch Kyle Dempsey Don Edwards Sherif Fahmy Pat Fisher Dean Galenski /LQGD +DWFK Ryan Healey 'RQQD /DSRUWH $SULO /HPRLV /XF\ /LJDV Joseph Marcus Christie Pietila Dr. Jeffrey Senese Mary Sommer Jess Whittaker Sir Speedy Providence JWU Safety & Security

86 %/6 Google CNET SRDS MRI+ (IÄ•H $ZDUGV New York Times Nielsen Shopkick - ' 3RZHU DQG $VVRFLDWHV Packaged Facts Experian Simmons GMI Consumer Reports US Census PRIZM :DOPDUWøV $QQXDO 5HSRUW $N]RQREHO FRP Glidden.com Pew Research Compete.com Quantcast $OO FRORUV XVHG DUH IURP the Glidden color palette

$BOEMFMJHIU $PNNVOJDBUJPOT t +PIOTPO 8BMFT 6OJWFSTJUZ t 1SPWJEFODF 3*

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