For global coatings leader Sherwin-Williams, color is arguably its most important product. Engagement with and consistent use of the Sherwin-Williams color palette is the primary driver of paint specification and purchase across market segments. So, then, how to get customers engaged with color?
We helped Sherwin-Williams’ director of color marketing launch and grow an annual color campaign. Its centerpiece is a color-trend forecast program called Colormix®, which defines the company’s point of view on color at a thought-leadership level. The company delivers each Colormix forecast in the form of a palette of colors that tell a fresh story for the coming year.
To extend the Sherwin-Williams annual color forecast beyond a one-time event, we built out two sister campaigns: Sherwin-Williams Color of the Month, fueled by social media video and GIFs; and the Sherwin-Williams Color of the Year announcement each fall.
Using this serialized color marketing strategy, Sherwin-Williams now can tell a unique color story that DIY consumers, design professionals and painting contractors can follow throughout the year across media platforms, from any device.
We began by creating a master brand for the entire color campaign, including a logo lockup that tied each component of the campaign into a broader story and overall brand expression.
Next, we concepted and built out each of the core campaign elements:
To drive measurable customer engagement with each of the campaign components, we used social media targeting, email marketing, web banners, direct mail, site-specific marketing and more.
In each year that Hanley Wood Marketing has produced Colormix, Color of the Month and Color of the Year, engagement with Sherwin-Williams color content has increased by every available metric.
The most important metric of all, paint sales gallon growth, reveals that Sherwin-Williams has seen year-over-year market-share gains and gallon growth in each year since the integrated color campaign began.