Project Overview
After softly re-launching and testing the Paint Brand to the Trade at a well-known industry Exhibition click here to see the first part of the project. The final stage of the project was to implement an Integrated Marketing Communications Launch Campaign aimed at its primary audience, female consumers.
The aim of the campaign was to introduce the brand into the minds and homes of the audience, and show how the use of colour can be used in the home to create supportive healthy homes and workspaces. Generate a buzz around this unknown brand, build brand awareness, interest, and demand.
I set to work using the AIDA Model to build Attention, Interest, Desire, and Action. In terms of Attention and Interest: the messaging and creative was designed to highlight the user-benefits. Eye-catching, creative visual content giving an insight into the well-being benefits of colour.
Offering a new and exciting perspective into choosing paint and most importantly; giving its target audience a real emotive reason to connect and resonate with its target audience during lockdown life.
Whilst Desire and Action followed on by incentivising and encouraging potential customers to order a pack of 3 tester at a promotional price; to trial and use the paint to experience the benefits first-hand.
The Creative
As the launch Campaign coincided with the UK being in lockdown, the heart of the campaign centred around creating positivity, ease, and excitement about Painting, and most importantly to love being at home during such a significant time of uncertainty and change.
With office workers suddenly being forced to work from home, newsletters and blogs with inspiring tips centred on how a colour like blue encourages creativity and helps stimulate and focus the mind, making it ideal for home offices and study areas.
Social media posts, blogs and newsletters reinforced and strengthened the campaign messaging, along with innovative campaign specific icons, giving inspiring tips and examples of how to create supportive healthy homes and workspaces. Encouraging users to
Revamp their homes and workspaces to help them enjoy, and love being at home during this unprecedented time. As well as doubling up as a good therapeutic activity for the whole family (at a time when leisure activities and normal life was so limited).
Together, the welcome postcard and brochure made the perfect inspirational toolkit, containing inspiring advice on how to colour your mind and home positively. Complete with tips from the brand in-house colour therapist.
Campaign Tactics
The creative campaign launch pack included a quirky colourful envelope, a copy of the new colour card, flyer, and welcome postcard with an incentive to receive 10% discount off all orders placed during lockdown.
Social Media social posts spread across the two key channels for the main target audience – Instagram and Facebook; supported by Google Ads, and an online banner ad campaign on The Guardian.
10% Discount codes / links on printed postcard, Instagram, Facebook, Newsletters, and Guardian banners, with the intention of driving interest and traffic to the social channels, website and facilitating visitors to sign up to the mailing list and order a colour card.
The Results
Week 1
Targeted social posts on Instagram quickly attracted attention, gaining 7,000+ views within a couple of hours; and less than 24 hours later, reaching 16,000+ views! Climbing to 28,529+ views, reaching 85,147 people, facilitating 1,232 visits directly to the website. The second Instagram boosted post proceeded to receive 9,577 views, reaching a combined total of over 150k people! Welcoming 1,647 new website visitors, with 1144% increase in revenue.
Week 2
The first newsletter launched, along with the Promo 10% discount link into the social posts and channels, (each with its own unique tracking code). Seeing an increase of 3,165 website visitors and increase of 2298% in revenue.
Summary
Raising brand awareness, the campaign reached 964,522 people through boosted social posts. Of these 785,124 people took the time to view the content. With a daily increasing number of people viewing stories and tagging friends and family to show them this new and exciting brand. The content and campaign messaging proved to strongly connect with its target audience, significantly creating a buzz around, attracting interest and desire to try this new brand.
