The century-old Rust-Oleum brand knows not every DIY project needs to live up to glorious Instagram perfection. They want consumers to give up FOMU (fear of mucking up) and celebrate real and impactful transformations brought about by a little elbow grease and some really great paint. Crowdsourced content, social listening and social marketing channels are helping the company target its many products much more tightly and efficiently to specific customer journeys and with messaging that celebrates everyday creativity.
4. 4
+33%
Millennials feel more pressure vs. older generations
Social expectations
+16%
Expectations on others
+10%
Internal desire to be perfect
In fact, they feel this pressure acutely.
5. 5
Doing a good job is a big deal.
Because the things they make are a reflection
of themselves, and their abilities.
6. 6
And when something they put
their touch on isn’t good enough,
it makes them feel like
they’re not good enough.
9. 9
Notice >
Always-on openness
to new ideas
Inspire >
Actively browsing
inspiration sources
Do >
Purchasing materials
and conducting project
Share >
Posting on social
channels
Assess >
Selecting the project
and seeking “how to”
information
Open to
inspiration,
prefer what’s
comfortable
Inspired by
spray project,
skeptical of do-ability
Committed and
planning
Getting ready,
questioning
skill level Hiccups arise:
power through or
drop out?
Reaching
the finish
line
Still considering
alternatives
Time to
spray
Progress!
EmotionalScale
THE SPRAY PAINT JOURNEY
10. 1
0
Notice >
Always-on openness
to new ideas
Inspire >
Actively browsing
inspiration sources
Do >
Purchasing materials
and conducting project
Share >
Posting on social
channels
Assess >
Selecting the project
and seeking “how to”
information
Open to
inspiration,
prefer what’s
comfortable
Inspired by
spray project,
skeptical of do-ability
Committed and
planning
Getting ready,
questioning skill level
Hiccups arise:
power through or
drop out?
Reaching
the finish
line
Still considering
alternatives
Time to
spray
Progress!
EmotionalScale
Say yes to
spray
Set them up
for success
Celebrate
the
achievement
THE SPRAY PAINT JOURNEY
12. Campaign Overview
Pride in the Making
Casting Call
Video
Social Videos (x4) Anthem Pride+Joy
Banners
(Standard and TWC)
Hinweis der Redaktion
They can’t help it. It’s psychological. And it’s generational.
Unlike people who are older them,
they are hyper conscious of how they are presenting themselves to the world.
They’re hard on themselves.
They would rather not do something at all than do it poorly.
If they do it and do it wrong. They won’t want to do it again.
https://www.usatoday.com/story/news/nation-now/2018/01/04/millennials-strive-perfectionism-more-than-past-generations/1002933001/
They boundaries of what they can and can’t do shape their self concept.
because when a project fails, you fail.
More than anything, they don’t want to m&#k it up.
More than anything, they don’t want to m&#k it up.
We started to think about when and where these behavior occur for Mandy, so we looked at her spray paint journey.
Like most DIYers like her, she has her ups and her downs.
Her moment of confidence and of insecurity.
As she moves from seeking inspiration to actively completing a project.
We started to think about when and where these behavior occur for Mandy, so we looked at her spray paint journey.
Like most DIYers like her, she has her ups and her downs.
Her moment of confidence and of insecurity.
As she moves from seeking inspiration to actively completing a project.
More than anything, they don’t want to m&#k it up.