![Glidden Gets You Going Campaign: Launched June 25th Challenge ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Phd Casestudy
- 1. Pioneering Awards: Glidden Gets You Going August 2009
- 4. Disrupt (change existing perceptions) and
- 5. Activate (send them to stores asking for Glidden)
- 6. Launched with National Paint Giveaway to generate buzz and encourage trial/advocacy
- 7. Broadcast through TV, press, online, social
- 8. Use media to make painting easy with Glidden
- 9. National TV with “You don’t have to be a painter to paint” spots
- 10. TV vignettes showcasing tools and color centers
- 11. Magazine “chipvertising” to put chips in hands
- 12. Pop-up paint centers moving through NYC parks and public areas (Times Square, Battery park, Union Square, Madison Square Park, Grand Central, etc)
- 13. Online creative showcasing product/brand benefits
- 17. tactics Chipvertising in magazines We inserted themed paint chips in magazines Tear them out to see how a color looks on the wall and bring directly to The Home Depot
- 18. tactics Front of insert = editorial color advice Cover pouch Glidden cover insert in September House Beautiful Back of insert = Glidden Top 10 Harvest Colors
- 19. Pop-up paint centers and street teams demonstrating the new Gliddentools and color center moved throughout NYC all summer tactics NYC Mojito paint kiosks Consumers could take colored paint chips of their choice directly to The Home Depot
- 20. tactics digital Aligning Glidden launch with the re-launch of DIYNetwork.com
- 21. tactics digital Content Sponsorship w/ Product Integration
- 23. Sparked significant social chatter around a once-dormant brand
- 24. 72 hours following launch, Glidden Paint Giveaway reached # 4 hottest search on Google and # 5 search on TwitterConversations spiked at 1,148 during the Giveaway Total Conversations 2,963 June 8th-July 8th
- 25. results All over the twitter-sphere
- 26. results NYT advertising column features House Beautiful cover unit execution Press coverage
- 28. Sales of Glidden at The Home Depot are way ahead of last year, both nationally and in all of our top 10 sales markets *Based on 4 week period following campaign launch compared to same period in 2008