GWU2013企划书

EXECUTIVE SUMMARY

CONTENTS
Research // 2
Insights // 4
Target Markets // 5
Simple Brilliance // 6
Consumer Journey // 7
Creatives // 8
Creative Testing // 14
Media Objectives // 15
Schedule & Budget // 17
Accountability & ROI // 18
Why Capitol Advertising // 19
Sources // 20

Cool
Cobalt

Ora
Marm nge
alad
e

We, Capitol Advertising, chose Glidden
Brilliance Collection's "Cool Cobalt" and
"Orange Marmalade" for our plansbook.

People think of painting as a complicated process. Simple Brilliance breaks this convention by
encouraging simple, small paint projects that make a big difference. “Getting them going” is the hard
part. Non-painters are intimidated by the entire process. Going to home improvement stores, picking
out colors, and buying supplies is time consuming. Many feel unsure. But, once Do-It-Yourselfers
(DIYers) complete a small paint project and receive compliments on their work, they start to feel
brilliant. Eventually, some become hooked. They thrive on the self-satisfaction that comes from
making their homes look great and their lives better. It’s simple, really. That’s Simple Brilliance.
The Simple Brilliance campaign uses non-traditional media while building on the previous award
winning "Glidden Gets You Going" campaign and traditional media. Capitol Advertising uses in-store,
social, and “right place, right time” advertising to reach our Project Procrastinators, Maintainers, and
Addicts at every stage of the consumer journey. We found that 68% of Walmart shoppers have a
home décor project in mind and an astounding 80% would take on a small project if they could buy
the paint at Walmart. By reaching shoppers electronically and in-store with the "Simple Brilliance"
tag line, we instantly create awareness of Glidden Brilliance at Walmart. Through cross selling
and community building, we shorten the time among awareness, consideration, and purchase of
Glidden's Brilliance Paint.
We position Glidden Brilliance at Walmart as the simple way to turn a small home project into
something smart and extraordinary that DIYers will be proud of and their friends and family will love.
The pride people feel when they make a big change with little time, money, and effort, combined with
praise from others, creates Project Addicts – a group of Walmart shoppers who continually complete
and share their small paint projects. Once we hook our other target markets – Procrastinators and
Maintainers – the only thing that holds them back is a lack of money. Promotions and rewards are the
key to keeping them painting and to building our Simple Brilliance community. This lowers advertising
spending by creating brand evangelists who sustain post-campaign sales. Simple Brilliance delivers
gross sales of almost half a billion dollars over eight months with a return on investment of $49 for
every dollar spent.
Capitol Advertising's Simple Brilliance campaign communicates that Glidden’s best and easiest
Brilliance paint is available, affordable, and simple to buy and use. The “simplicity” gets them going,
the exhilaration they get from compliments and self-satisfaction keeps them going.
That’s Simple Brilliance.

// 1

research
FOUNDATION

Our Unique Research:
We conducted nationwide research among Walmart shoppers
to learn how consumers became paint project addicts, how to
attract new DIYers to do small home décor paint projects, and
how people reacted to creative ideas and executions.

Key Research Questions:
1. How can we increase awareness and consideration of
Glidden Brilliance at Walmart?
2. What encourages Walmart shoppers to do more DIY home
décor paint projects?
3. How can Glidden capitalize on its distribution at Walmart to
attract new DIY painters?
4. What encourages paint project addicts to share and
encourage others to paint?
5. What creative concepts, taglines, and media best
communicate Glidden's benefits to Walmart shoppers?

2

707
135
50
26
3

SURVEY
RESPONSES

Designed, distributed, and analyzed two nationwide
online surveys among a random sample of frequent
Walmart shoppers at the 95% confidence level

CONTENT
REVIEWS

Analyzed DIY blog posts, reader comments, and
online reviews of Glidden paint at Walmart to discover
important trends in the home décor space

IN-PERSON
SURVEYS

Interviewed Walmart shoppers and observed
purchasing habits and shopping paths at locations in
eight states across the nation

IN-DEPTH
INTERVIEWS

Interviewed influential DIY bloggers to learn what
moves target members from inspiration through postpurchase

FOCUS
GROUPS

Conducted nationwide online focus groups to test
positioning and full creative concepts with Walmart
shoppers

Swot

glidden brilliance at walmart

Strengths
•
•
•
•
•
•

Walmart makes Glidden affordable and convenient
Glidden Brilliance is the highest quality paint at Walmart
Simplified palette of the right colors
Simple to apply with paint + primer in one
Glidden + Walmart makes it simpler and more convenient to
buy paint
Award-winning “Glidden Gets You Going” attracts nonpainters

opportunities
•
•
•
•
•
•
•

100 million unique Walmart shoppers per week
Campaign runs during “painting season”
Role of technology in purchase process increasing
Rise of home sales and home décor purchases
Growth of Walmart revenue tied to multicultural markets
Potential to have majority market share within Walmart
Consumers can cross shop Walmart departments to make
décor projects simple

weaknesses
•
•
•
•
•

Low awareness of Glidden at Walmart
Lack of in-store customer support
Glidden Brilliance perceived as lower quality due to
Walmart’s image
Inconsistent messaging across brand lines and locations
“Glidden Gets You Going” reaches many unlikely painters

threats
•
•
•
•
•
•
•

Walmart carries several paint brands confusing and
fragmenting the market
Target markets’ perception of traditional painting cycle
Walmart lacks professional help consumers need
Diminished discretionary spending due to lagging economy
Target markets lack free time
Paint is also sold online at Target and K-Mart
Other products in Walmart vie for consumers’ attention and
spending in Walmart

// 3

INSIGHTS
simplicity
Starting a paint project is difficult.
From deciding on a project and
picking the colors to amassing the
required tools and dedicating the
money, the process takes time and
effort. Consumers are looking for
simplicity.

incentives

The more people do home paint
projects, the more confident and
addicted to it they become. Self
fulfillment, pride, and sharing
become more important than
receiving compliments from others.

4

For DIYers who have completed
few paint projects, praise and
encouragement from others is
important to building confidence,
increasing consideration, and moving
to purchase.

pride

[

praise

Once DIYers become Addicts, they're
constantly thinking of their next
project. The only thing holding
them back from doing a project
is a lack of money.

Positioning

Glidden Brilliance at Walmart is the simple way to turn a small home project into something
smart and extraordinary that DIYers will be proud of and their friends and family will love.

]

TARGET MARKETS
Capitol Advertising’s research revealed that the secret to getting Walmart shoppers to consider purchasing Glidden Brilliance is to reach them at touch points in the consumer
journey when they are open to influence. This led to the decision to go deeper and segment by painting behavior instead of just demographics. Project Procrastinators,
Maintainers, and Addicts visit Walmart an average of three times per month and many purchase home décor and home improvement products. Each segment contains
Walmart Moms, Baby Boomers, and Millennial Women who can be reached through targeted media and in-store tactics in the right place at the right time.

[Primary]

[Secondary]

[ Tertiary ]

procrastinators

maintainers

addicts

29M

7M

5M

13.1M Moms · 11.2M Boomers · 4.7M Millennials

Painting Habits:
•
•
•
•
•

Have a wish list of projects they'd like to do
Have limited or no experience
Lack confidence
Find painting daunting
Unaware of paint at Walmart



Painting Habits:

Painting Habits:

•

•
•

•
•
•

Do maintenance related paint projects
Have never used Glidden Brilliance
Don't get emotional rewards from
maintenance painting
Aware of paint at Walmart but do not
consider buying for maintenance

•
•

Paint often
Aware of and consider purchasing paint at
Walmart
Search for monetary incentives to purchase
Addicted to the feeling of pride they get from
doing all types of projects

Paige is a 30-year-old wife and mom of a young
son. She wants to improve the lives of her family
but lacks the time and money to do so. She
shops at Walmart for home décor and muses
over project ideas but postpones picking up paint
for a project.

Clara is in her late-50s and likes to keep her house
beautiful. She views painting as a hassle but paints
nonetheless. She dislikes traveling from place to
place to get supplies and feels like she wastes time
and energy. While she shops at Walmart for home,
her path never leads her to the paint aisle.

Allison is a 37-year-old wife and mom of a
preteen daughter. She loves the big impact that
a small, one-day project can have on her home
and family. Allison thrives on the satisfaction that
painting brings her. When she finishes a project,
she is ready to pursue another.

Procrastinators are our primary target market
because they are the easiest and largest market
to make aware of Glidden Brilliance. They shop
frequently at Walmart, are already inspired to do
a project, and relate to the message of simplicity.
Promotions, incentives, and strategically placed
in-store advertising help move this market to the
paint department, turning their inspiration into
action.

Maintainers are our secondary target market
because they shop at Walmart for home décor.
They purchase paint primarily for maintenance
projects and haven't realized the simplicity,
convenience, and quality of Glidden Brilliance.
Engagement with the Simple Brilliance community
combined with project testimonials moves them
to consider and purchase Glidden Brilliance for
maintenance and home décor.

Addicts are our tertiary tarket market because
they are hooked on painting and need the least
amount of money to grow. Our research showed
that they are a self-perpetuating market that
are willing to share and evangelize for Glidden
Brilliance. They will participate in social media
to share and earn rewards and disocunts.
By increasing the frequency of their projects
and engaging them in the Simple Brilliance
community, they can serve as evangelists to the
Procrastinators and Maintainers.
// 5

An IDEA is BORN.

Simple Brilliance
Simple Brilliance is when you find a wonderfully simple idea so enlightening that from then
on, it’s hard to think you could ever do it any other way. Simple Brilliance communicates that
it's simple to choose, buy, and apply paint. And, it's Glidden Brilliance that makes the smart
difference in a home décor project, generating compliments and making DIYers proud.
Capitol Advertising's Simple Brilliance campaign shows how brilliant "simple" can be. It’s
when painting a lamp does more than just illuminate a room; it adds life and color. We show
DIYers the easy steps that have been there all along, building the confidence they need to start
and facilitating the emotional reward they crave to continue.
That’s Simple Brilliance.

6

A CONsumer's journey
Meet "Annie the Procrastinator," a member of the Primary Target Market.
Annie looks around her son’s nursery and wishes she could change something in the
room to make it look incredible, but she doesn’t have the time or money to spend.

Creative messaging in the
Simple Brilliance campaign:

She heads to Walmart to pick up diapers and shop for groceries. She grabs a shopping
cart and notices the Glidden Simple Brilliance shopping cart insert. She thinks, “Hmm. I
didn’t know Walmart sold paint. And it’s Glidden.”
After picking up the diapers she needed, she walks through the baby section where she
sees some sheets with blue lions. She smiles to herself; she and her husband met in
high school when he was a “Lion” football player and she was a “Lioness” cheerleader.

Annie is pulled from her daydream by Walmart's SMART TV screen giving a tip on how
easy it is to add Simple Brilliance to a home by painting something small.

Simplifies
and betters
consumers’
lives

She sees a paint swatch next to the lion sheets that shows a matching Glidden paint
color called “Sweet Baby Boy.” She throws the sheets in her cart and heads over to
the paint section.
There, she sees a kiosk and notices a “virtual assistant” providing tips on how to start a
project. Before heading to the checkout, she grabs the paint swatch and puts it in her bag.
Annie checks out and receives a colored receipt instructing her to register with a
special code at SimpleBrilliance.com for discounts on Glidden.
When she gets home, Annie shows her husband the lion crib sheets. The paint swatch
falls out of her bag, and they discuss the idea of painting their son’s nursery.
Later that night, Annie goes online to browse SimpleBrilliance.com. She creates an
account, saves some photos, and uses her code to earn a coupon. She thinks, “Next
week, when I’m in Walmart...”

Provides a path
to becoming
part of a
community of
like-minded
people

Establishes a
relationship with
customers so that
communciation is
customized and
meaningful

Reaches
consumers
at the most
meaningful times
and places

Now Annie considers purchasing Glidden paint at Walmart.
// 7

Creative
Shopping cart

What it is:
Advertisement on the base of a shopping
cart and on the handlebar

What it Accomplishes:
•
•
•
•
•
•

Raises awareness of Glidden Brilliance at
Walmart
Draws Walmart customers to visit the paint
department
Shows convenience of purchasing paint on an
everyday shopping trip
Spurs purchases with a helpful tip for a paint
project
Leads customers to mobile version of
SimpleBrilliance.com with a URL
Cross-promotes Glidden with other products
and brands in Walmart

Why it works:
•
•

8

Reaches 100% of customers in select
stores during their average 45 minute
shopping trip
Placed in 50% of shopping carts at
100 Walmart locations

FEATURES
•
•
•
•

Paint Swatch: Associates
the brilliance of Glidden's color
selection with everyday items
Tip: Increases interest in small
home décor paint projects
Tip: Cross-promotes other
products and brands in Walmart
URL: Drives customers to
visit online community at
SimpleBrilliance.com

creative
in-store video spot
What it is:
Short videos lasting 5-30 seconds on Walmart
televisions in optimized locations throughout the
store

•
•
•
•
•

Raises awareness of Glidden Brilliance at
Walmart
Draws customers to paint department
Moves customers to kiosks (in select stores)
Reinforces brilliance of small paint projects
Drives viewers to the Simple Brilliance YouTube
channel

V.O. It’s when every time you
think of that night, you wish you
could relive it again.

The woman notices that her
anniversary is next week.

At the end of her shopping
trip, the woman walks through
Walmart and picks up a can
of Glidden Brilliance paint and
a small picture frame for her
anniversary photo.

She spends an hour repainting
the table the same red as the
restaurant table in her photo.

The woman has brought a tear to
her husband's eye by recreating
the dinner when he proposed to
her.

V.O. It’s when a table becomes a
time machine. That’s the Simple
Brilliance of Glidden. Visit the
paint aisle to create your own
time machine.

Why it works:
•
•
•
•

Connects with shoppers with emotional
appeals
Engages 40% of shoppers
Directs customers to the paint aisle
Reaches 95% of Walmart customers at 4,500
locations

Where it is:
•
•

Featured on Walmart Smart Network
Can be accessed on YouTube,
SimpleBrilliance.com, our mobile application,
and via email newsletter

FEATURES
•
•

Paint Swatch: Associates Glidden
Brilliance with strong memories of color
URL: Drives customers to visit online
community at SimpleBrilliance.com
// 9

creative
Interactive Banner
What it is:
Interactive banner advertisements that epitomize
the positioning of Simple Brilliance by showing how
a small object can have a big impact.

FEATURES
•

•
•
•
•
•
•

Raises awareness of Glidden Brilliance at Walmart
Shows the simplicity of changing a room with paint
Show the power one small change can have on an
entire room
Directs consumers to SimpleBrilliance.com
Delivers the right message based on research and
user interest
Conveys the emotional appeal of making a big
impact with a small change

•
•

Paint Swatch: Relates colors
that make a big impact with
Glidden Brilliance
Tip: Increases interest in small
home décor paint projects
URL: Drives visitors to
online community at

Why it works:
•
•
•
•

33% of people engage with banner ads
Attracts, engages, and drives customers to
Uses Google Adwords to deliver the right ad
on the right website
Uses Google Analytics to track banner
effectiveness and browsing behavior

Where it is:
•

•

10

Placed on websites such as
iVillage, Apartment Therapy,
Oprah, Better Homes and
Gardens, SouthernLiving, and
MakingitLovely
Displayed on blogs such as AnaWhite and CentsationalGirl

Creative
simplebrilliance.com
what it is:
The interactive website serves as an online hub to connect all non-traditional
elements. It allows users to share pictures and interact with the community. It
provides users with simple tips, how-to-videos, and interactive videos. Mobile
shopping lists and a gamification app give users rewards and discounts for
interacting with Glidden and the community online. This online portal also
encourages engagement with the brand through the 30 Days of Brilliance contest
and Give Back Brilliance campaign.

what it accomplishes
•
•
•

Increases awareness and consideration levels through interaction
Provides resources for more information in the purchase stage and fosters a
post-purchase social community
Provides a rewards system that encourages new projects and shows trending
DIY content, project ideas, and a feature to develop shopping lists

Why it works:
•
•
•

Our target markets spend 3+ hours a day online
They spend 63% more time streaming video online and are 45% more likely to
use social media regularly
Using visual content and interactive videos increases engagement by 80% and
result in elevated leveragability

Where it is:
•
•
•
•
•

Direct URL: optimize search results via Google AdWords
Social media: share custom content on social networks
Colored receipts: prompt recipients to enter code to redeem rewards
Banner ads: direct viewers to SimpleBrilliance.com after engaging with ads
Email sharing: include a call-to-action to visit SimpleBrilliance.com via email
correspondence to targeted consumers

// 11

Creative
30 Days of brilliance
What it is:
30 Days of Brilliance is a month-long photo contest focused on finding
Simple Brilliance in everyday life. Prompted with daily challenges, participants
share their photos, comment, and vote on the submissions of others.
Winners are selected based on popularity and are rewarded with Glidden
promotional incentives.

•
•
•
•
•
•
•
•
•

Connects Simple Brilliance to their lives
Demonstrates inspirational sources
Gives insight into consumer thoughts of Simple Brilliance
Raises awareness of Glidden Brilliance at Walmart
Increases traffic to SimpleBrilliance.com
Increases online community participation
Builds database for opt-in messaging
Achieves high frequency
Creates brand evangelists

Why it works:
•

Increases engagement through the use of:
• Social media and photos
• User-generated content
• Large, frequent, and quick response-oriented monetary incentives

Where it is:
•
•

In-store via kiosk and receipt messages
Online via portal, social media, Google AdWords, and banner ads

12

creative
events & kiosks
Promotional Events

In-Store

GIVE BACK BRILLIANCE

KIOSK & DIGITAL INTERACTIVE AVATAR

Crowdsourcing CSR projects through social media and SimpleBrilliance.com
facilitates creative ways to bring brilliance to their local communities with a paint
project. People vote on projects to transform dilapidated areas into focal points
with Glidden’s Simple Brilliance.
Benefits:
• Drives awareness and consideration to Glidden
• Showcases “large impact” from a simple Glidden project
• Illustrates and serves as an ongoing reminder of Glidden’s CSR philosophy
• Generates goodwill and camaraderie from a Glidden event

GLIDDEN ON THE MOVE
The "Glidden Gets You Going Simple Brilliance Truck" sets up in Walmart
parking lots in key markets. Glidden drives to key Walmart locations equipped
with a truck full of items, ideas, and options to showcase and highlight small
paint projects.

Interactive kiosks are a modern, effective, and interactive way to bring quality
customer service to the Glidden Brilliance aisle in 100 select Walmarts. Five select
stores will also feature an innovative digital avatar to accompany the kiosk who
can speak to consumers, match colors, and provide answers to frequently asked
questions.

Walmart customers are attracted with live music and food to the event
where they learn Simple Brilliance paint techniques, tips, and are given the
opportunity to paint. Customers are encouraged to bring their own small paint
projects to complete at the event. Glidden also cross-promotes the event with
local personalities to create further buzz.

Benefits:
• Directs users to SimpleBrilliance.com
• Stimulates buzz around the campaign
• Associates Glidden with innovative and “cool” factor

Benefits:
• Increases awareness and consideration
• Shows the simplicity of Glidden Brilliance in action
• Drives target markets to register at SimpleBrilliance.com
• Links the "Gets You Going" campaign with the Simple Brilliance campaign

Why:
•
•
•

Consumers are 1.5 times more likely to engage with a cause-oriented brand
9 out of 10 consumers become regular customers of a brand after seeing a
special event
48% of our target markets are influenced by digital screens in-store

// 13

CREATIVE
TeSTING
We tested multiple creative positioning
statements, concepts, and executions
through our nationwide survey, IDIs,
and focus groups.

Target markets
understand and relate
to what Simple Brilliance
means - they like that it
communicates painting
can have a big impact
and the entire cycle is
easy.

Focus group participants said
that they would use the online
community for two reasons:
• Project tips
• Sharing and feedback
“Tips definitely give me
peace of mind knowing
that I may be able to
successfully paint
my house with
Glidden Brilliance.”
-Janice D., Procrastinator
14

Walmart shoppers said an in-store commercial that
appeals to their emotions would cause them to stop
and watch.

When asked if consumers
would consider buying Glidden
Brilliance at Walmart after
seeing this campaign, the
answer was a resounding
YES.

“[The mobile
application] is a great
idea! I would use it all
of the time because I
like earning points.”
-Scott A., Maintainer

“I usually...just toss the
receipt in my purse
without looking at it...but
if it were colored, I would
take a better look.”
-Molly W., Maintainer

68% of survey respondents would be very
likely or likely to purchase Glidden Brilliance at
Walmart if an in-store kiosk provided them with
information to help with their purchase.

To reach

98% of Procrastinators
258 times per month

To reach

96% of Maintainers
198 times per month

To reach

MEDIA

98% of Addicts
226 times per month

strategy

BUDGET ALLOCATION

With Glidden and Walmart currently advertising on traditional media, we
focused our five-month, $10 million dollar budget on non-traditional media.
We reach people at the “right place, right time” nationwide and in key
markets to build a relationship with a community of 5 million addicts. This
leads to an increase in ROI over the five month period and beyond.

54% In-Store
13% Mobile

SPOT MARKETING STRATEGY

9% Digital
8% Social
6% Online
5% Events

3

1

5% Contingency

2
6
4
5
1.
2.
3.
4.
5.
6.

New York
Los Angeles
Chicago
Dallas
Houston
Atlanta

SPOT MARKETING REACH:
7,269,508

Our campaign allows Capitol Advertising to achieve national reach while
focusing specific tactics more heavily in six select cities. The chosen cities
were determined based on their high target market population, density of
Walmart locations, and trendsetting nature that will spread further discussion.

[

Walmart currently spends $1.2 billion on advertising, driving
over 100 million unique visitors to 4000+ stores. We spend
54% of our budget on in-store tactics, creating a significant
number of impressions while driving other media efforts.
We spend 13% on mobile to build a high quality application
to make our content mobile, convenient and accessible.
While digital media accounts for 9% of budget expenditure,
banner ads drive awareness and lead significant traffic to
SimpleBrilliance.com. Social Media costs are lowered by
utilizing and building upon Glidden’s current owned media.
Low web development costs allow us to spend a small
portion of our budget on quality website development and
management. Finally, low cost, high impact special events
generate high reach via social media and PR.

Right place, Right time
Consumers are in control of when, where, and how they receive the Simple Brilliance message. Simple
Brilliance leverages the strength of each digital channel to provide our target markets with on demand access to
information, ideas, support, and engagement. As a result, Simple Brilliance seamlessly fits into their active lives
and interests.

]

// 15

Media
Strategy
IN-STORE

VIDEO CONTENT

SOCIAL MEDIA

Focusing on in-store tactics reaches
our target markets where Glidden
Brilliance is sold.

Online videos engage our target
markets and increase interaction on
SimpleBrilliance.com.

Why it works:
• Target markets spend average
of 45 minutes in-store
• Target markets visit Walmart 3+
times/month
• 70% of purchase decisions are
made in-store

Why it works:
• 43.9% conversion rate to
consideration for online videos
• 6.5 min. average time spent on
online content videos
• 90% of shoppers found web
videos useful in making a purchase
decision
• 87% of people watch product video
demonstrations

Why it works:
• 45% of our target markets visit
Facebook, Pinterest, and Twitter
multiple times a day
• 61% of our audience find product
recommendations via brands'
social networks
• 71.4% of DIYers share good
product experiences with friends on
social media

Result: 100 million views/month



ONLINE CONTENT

ONLINE ADS

Social media is an inexpensive and
effective way to increase reach, build
relationships with Glidden’s consumers,
and drive them to SimpleBrilliance.com

SPECIAL EVENTS

Banner ads deliver the right message at
the right time to entice and engage our
target markets.

Special events depict the simplicity of
the painting process and how a small
change with Glidden can have a big
impact.

Why it works:
• Target markets are multitaskers
when browsing online content
• Communities retain members
50% longer than non-members
• Community users spend
54% more money than noncommunity users

Why it works:
• Project research begins online and
on average last 60 hours
• 33% of target markets routinely
interact with banner ads
• 21.6% of online videos viewed
were video ads

Why it works:
• 25% of consumers make a
purchase decision after seeing a
special event
• 86% of consumers become loyal to
a brand after seeing a special event
• 90% of word-of-mouth
conversations about brands occur
offline




SimpleBrilliance.com is the hub
to find inspiration, tips, how-to's,
and share project information with
others.

16

MEDIA
S chedu l e / / budget
The chart below details our budget allocations over the course of the five-month
campaign. We provide a look at the projected duration of each vehicle and the
corresponding cost for each, insuring that we do not exceed our budget.

1
6
.3
e
ly
8
5 Jun
5 -22 -29 -Ju 3 20 27 Aug 10 -17 -24 -31 7 14 -21 2-2
2
2- 19- 26- 2-8 9-1 16 23 30 7-1 4- 21- 28- 4- 11 18 25 1- . 8- . 15 . 2
5 1
y
y y ne ne ne ne ne ly y 1 ly ly g. g. g. g. pt. pt pt pt
ay
M Ma Ma Ma Ju Ju Ju Ju Ju Ju Jul Ju Ju Au Au Au Au Se Se Se Se COSTS
Cart Placements
$2,475,000
Smart TV Signage
$1,500,000
Kiosks
$400,000
Holograms
$125,000
Colored Receipts
$960,000
Coupon Incentives
$500,000
Online Portal
$573,000
Google AdWords
$200,000
$400,000
Banner Ads
$140,000
Mobile App
$100,000
How-Tos
Interactive
$500,000
Social Media
$868,000
$168,000
Real-Time Marketing
User-Generated CSR
$100,000
$250,000
Glidden On The Move
Production
$500,000
$500,000
Contingency
11

18

TOTAL

IN-STORE

ONLINE/
MOBILE

VIDEO

GROSS
IMPRESSIONS

6,300,000
430,500,000
49,200,000
492,000
12,915,000
150,000
320,000,000
400,000
25,140,082
2,121,600
80,000,000
39,680,000
123,250,137
1,350,000
64,100,000
17,340,000

CPM
$0.0025
$0.287
$0.123
$0.0039
$0.0134
$0.0003
$0.5584
$0.0838
$0.0628
$0.0151
$0.8
$0.0793
$0.1419
$0.0080
$0.641
$0.693

$10,000,000 1,145,648,737 $0.1145

SOCIAL

EVENT
// 17

ACCOUNTABILITY & ROI
Throughout the course of our campaign, Capitol Advertising tracks digital effectiveness
through studies of online analytics.

OBJECTIVES

Increase awareness of Glidden
Brilliance at Walmart

The Simple Brilliance campaign not only produces awareness and
consideration, it also returns high profits and value.

TECHNIQUES

Financial:

Concurrent surveys, website traffic,
recognition testing (aided)

Increase sales volume of Glidden
Brilliance at Walmart

Walmart sales database,
NielsenConnect

Increase engagement with Glidden
Brilliance

Lithium monitoring, website tracking,
social media analytics, Google
AdWords

Encourage repeat paint purchases

Walmart sales database, portal survey

Build strong connection between simple
DIY projects and Glidden Brilliance

Post-campaign survey, Smart Network
Analytics

Increase recall of the Glidden
Brilliance tagline

During Campaign (May-Sept.) we will:
• Generate $327.8M in sales
• Create an ROI of $31.79

Post-campaign survey, recognition
testing (aided)

Digital:
76, 239
Likes

Post-Campaign (Oct.-Dec.) we will:

47,945
Followers

End of Year 2014 (May-Dec.) we will:

2,253,761
Views
4,530
Pins

Engagement:
•
•
•

500,000 page views by the end of 2014
40% new users by the end of the campagin
The average consumer spends 97 minutes on the
SimpleBrilliance.com website

this is what our campaign
promises to do:
•
•
•
•

Generate $477 million in sales over 8 months
Generate 5.7 million unique sales of one-gallon
cans of Glidden Brilliance paint within the three
months after campaign
Increase the number of consumers that relate
Glidden paint at Walmart to small paint projects
Achieve 80% aided recall of Glidden tagline

18

Marketing Conversion Funnel

41M

Market Size

35.2M
Awareness

31.7M
Consideration

12.6M
Purchase

5.8M
Repetition

WHY CAPitol ADvertising?
You asked us to develop a strategy to drive awareness and consideration of Glidden
Paint at Walmart. We will deliver more than 1 billion impressions over the course
of five months, resulting in 86% recognition, 80% aided recall our tagline “Simple
Brilliance,” and a 77% consideration level.
You asked us to consider three demographic targets. We went farther, defining
them by behavior. By focusing on painting habits, we developed a strategy that truly
reaches our Procrastinators, Maintainers, and Addicts with the right message at the
right time.
Capitol Advertising positions Glidden Brilliance as the simple way to turn a small
home project into something smart and extraordinary that DIYers will be proud of
and their friends and family will love. The Simple Brilliance tag line communicates
this positioning, and an all non-traditional media strategy delivers messages when
and where our target markets want them. Capitol Advertising allocated 54% of the
media budget in-store, reaching a uniquely “captive” market that is just feet away
from Glidden Brilliance for 45 minutes at a time three or more times a month. Our
campaign not only creates awareness and consideration, but it also cross sells
in Walmart, leveraging the budget and benefiting both the retailer and the Glidden
brand.
The remaining budget is allocated to digital and non-traditional media including
building an online community of like-minded individuals. The community will grow
over time, and members will help to deliver the praise and compliments that beginner
painters crave. Ultimately, they will serve as brand evangelists.
Capitol Advertising used the $10 million budget and returned almost half a billion
dollars at 11 cents per thousand impressions. We even went beyond the five-month
campaign to generate $150 million in sales through December 2014.
Capitol Advertising sincerely looks forward to working with Glidden Paint at Walmart.
We believe we have accomplished your goals and will continue to leverage your
budget as the Simple Brilliance community grows.

Back: John, Corey, Jamie, Simi, Hunter, Peter, Jason
Front: Adam, Courtney, Sevara, Gabbi, Daphne, Sarah

Team Members:
Gabbi Baker
Jamie Clark
Adam Cole
Peter Cook
Sarah Dalia
Corey Gregory
Jason Grobstein
John Macchione III
Sevara Mallyn
Simi Ojuri
Hunter Pritchard
Courtney Ross
Jiayi Daphne Wang

Faculty Advisor:
Lynda Maddox
Project Director:
Vandana Iyer
Special Thanks:
Sebastian Flores
Max Jallifier
Darshan Mehta
Nick Mejia
Bahareh Sarrami

// 19

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20

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