Dutch Boy® is a 100+-year-old paint brand seeking to tap into the Millennial market in hardware, home stores and through regional big box retailers. Millennials – just starting out on their adult journey – are a picky bunch. They like things easy, simple and fun. They like to try new things, but only if the risk of failure is low. And brands trying to connect with Millennials are faced with consumers who have lots of options, particularly in the media and technology they use. It’s not a matter of finding one touchpoint – you’ve got to be in a lot of places to connect with them. And when you connect, you’ve got to engage on their terms – about them and the things they’re passionate about.
As it turns out, the leading point of passion and personal expression for Millennials is music. Marcus Thomas designed and developed paintlist™, a mobile app that mixes a user’s music into custom color palettes for the home, unique to the song’s style.
The paintlist launch was supported with a landing page on the Dutch Boy website, in-store POS, digital media buys targeted by user type and interests, and media relations with some blogger outreach. It also stimulated major media coverage in The New York Times, International Herald Tribune, plus a number of leading paint and interior design blogs, such as Apartment Therapy and Curbly. More than 60,000 downloads of the app took place in the first three months of the campaign, and it was ranked among the top 100 lifestyle apps.