Work / Krylon Spraydown

Krylon Spraydown

The Challenge

Rust-Oleum® is the leading competitor in spray paint, and they’re expanding their targeting to the crafter audience – a customer group primarily maintained by Krylon®. Plus, they outspend Krylon in total advertising 2:1.

The Solution

Build three webisodes based upon the triangulation of consumer search, consumer social and product inputs to tell stories of superior performance through the completion of projects. Develop many pieces of content, big and small, for immediate distribution and long-term value across multiple paid and owned touchpoints and through partnership with DIY and crafter influencers:

  • 3 online video episodes
  • 2 product performance recaps
  • 7 quick hits video projects
  • 20 project instructions
  • 35+ project photographs

The Result

When you deliver content that connects on the consumer's terms and delivers the necessary value the brand needs, the results are impressive:

  • 5-point lift in purchase consideration
  • Conquested 6.2 million Rust-Oleum shoppers with our digital strategy
  • Reach an additional 142 million competitor fans
  • Served 22,900 project views
  • 2.1 million video views total
  • 48 million total impressions