Dulux approached us to support their market penetration strategy for grey paint within the DIY market. Utilising insight from the DIY On A Budget group grey paint was identified as a hot topic for the predominantly female, decision maker audience of 1.3 million online members. Dulux aimed to position themselves as the leading authority on grey paint, and seeked to add value to the audience with the aim of influencing likelihood of purchase for Dulux grey paint.
To join the conversation on grey paint online a Facebook Live event within the closed DIY On A budget group, was chosen as the best strategy to achieve the brand’s desired aims. The format of the live offered the opportunity for interactivity to respond to the group member’s queries directly. Dr Dulux and a On A Budget presentor led the live with practical demonstrations of different paint shades to show the variety available…. Who knew grey could be so vibrant!
To maintain the viewer’s interest during the live a prize giveaway was added into the format of the Live event show, which increased the amount of engagement, likes and shares of the content.
Reach – 34,798 people watched the Facebook Live on grey paint.
Ability to influence the conversation – 2,500 comments, reactions and shares were received from the viewers giving Dulux an incredible opportunity to speak directly to the target demographic.