Glidden book

1SECONDARY RESEARCH BRAND LANDSCAPE

The Glidden paint brand offers a rich tradition of innovation.

Glidden is no stranger to digital advertising. For

example, mobile barcodes in magazine ads have

been part of Glidden’s 360º marketing campaign

to assist consumers with color choice.

VIRTUAL SAMPLING: “My Colortopia” visualizer, oversized paint chips and paint testers.

DWELL MAGAZINE: “Color Me Impressed” contest and “The Full Spectrum” video series (2010)

APARTMENT THERAPY: Blog sponsor (2012) “Renters Get Rolling” and “Painting Made Simple with 3-in-1 Paint” (Home Depot)

INSPIRATION: On and Offline: Top 10 Color Picks, Sports Teams, Consumer Inspiration Blogs and Glidden-On-The-Go app.

Glidden gets you going

THE CHALLENGE “The challenge for the 2013 NSAC is to help build awareness and consideration for the Glidden paint brand within U.S. Walmart stores by developing an integrated and multi-platform marketing effort for three different customer segments” (NSAC 2013 Brief).

GLIDDEN MARKETING The “Glidden gets you going” campaign was a 2011 Effie winner focused on making painting easier for consumers. Glidden was and is still positioned as the paint that “takes the pain out of painting.”

BUILDING RELATIONSHIPSGlidden utilizes a variety of promotions to build grassroots community relationships, new lifestage awareness and even team spirit. These promotions are often exclusive to a specific retailer such as Home Depot, Walmart, or Glidden paint specialty stores.

2SECONDARY RESEARCH COMPETITORS

As of 2011, home decor represents 5% of Walmart sales. (Hoovers, 2012)

WALMARTThrough philanthropic partnerships Walmart donates almost $900 million yearly to non profits, communities, military families and veteran support programs.

Walmart has become the #1 retailer for check-ins on Yelp, Twitter, FourSquare and Instagram. (Mashable, 2012)

COMPETITORS

The decorative paint market is oversaturated with brands hyping near-identical messages.Key Glidden paint competitors partner with the usual suspects such as Ronald McDonald House, NASCAR, Habitat for Humanity and Glee.

Growing Mobile Brand Strength

(Local Response, 2012 Mashable, 2012)

WALMART MARKETING

Key competition campaign messages: color, 2-in-1 coverage, personal style, fashionability and expertise.

3SECONDARY RESEARCH TRENDS

of women don’t go an hour without checking their phone

(Harris Interactive, June 2012)

of men don’t go an hour without checking their phone

(Harris Interactive, June 2012)

of consumers say they have used their mobile phone in a store

(Interactive Advertising Bureau, 2012)

DIGITAL & HOME DECOR

“GOOGLE IT”

Internet search, apps, blogs, online communities and social media all help people discover and share better ways to live and spend their money. (Ad Age, 2012)

BENJAMIN MOORE AND SHERWIN WILLIAMS CURRENTLY DOMINATE THE SOCIAL MEDIA LANDSCAPE

THERE’S NO PLACE LIKE HOMEOnly 11.6% of Americans moved in 2011, which is the lowest recorded amount in U.S. history (U.S. Census Bureau). Due to the recession, people are staying put or moving into smaller spaces (Chicago Tribune, 2012). Since more time is being spent at home, people want a space that is their own (PRNewsWire, 2012). Affordable treats, or “small indulgences” are number two on JWT’s 2012 Trends Report.

ASK YOUR FRIENDSResearch has shown that people regularly tap into friends, family members and even strangers for advice before purchasing products (Trendwatching.com, 2013). Overall, four out of five people seek advice through social media before making major purchasing decisions (Shopigniter, 2012).

4PRIMARY RESEARCH OBJECTIVES & TECHNIQUES SEGMENT SUMMARY

PRIMARY RESEARCH OBJECTIVES • Discover painting motivations by segment• Explore emotions throughout the painting process• Understand attitudes towards competitor brands• Evaluate segments’ attitudes towards Walmart and paint shopping alternatives• Learn Glidden’s current and potential consumer positioning

RESEARCH TECHNIQUES• Quantitative nationwide surveys• Qualitative research: interviews, focus groups, ethnography and netnography

We interacted with over

1,500

people within our GliddenWalmart segments nationwide.

3.2%

4.5%

4.5%

5.2% 7%

12%

4.7%56% 2.9%

Percentage of primary research respondents per region.

SEGMENT 1PAINTING NOVICE - MAKE IT MY OWN

“Walmart is great because they have really cute home decor and I can find something great for our new place when I’m there for other things.”

“I’m really excited to paint my new place, but wish I had a designer to help me out.”

LINDSAY, 24RENTER, ENGAGED

SEGMENT 2FAMILY PAINTER -- MAKING THE HOUSE A HOME

“Walmart saves me a lot of running around, and the kids find stuff there too.”

“It’s hard for me to get 15 minutes to myself, let alone paint, but when I get the chance to make something look nicer in our house, I get it from Walmart.”LENISA, 31

HOMEOWNER, WORKING SINGLE MOM

SEGMENT 3EXPERIENCED PAINTERS - BEAUTIFICATION AND MAINTENANCE

“We’re on a bit more of a budget than anticipated, so we are at Walmart a lot, but I’m not sure if we trust their paint or paint help.”

“We’ve painted our fair share and it can be a chore, so it would be nice to find some shortcuts while sprucing up the place. It has to look good!”

LISA, 50 & CRAIG, 64EMPTY NESTERS, NEW GRANDPARENTS, RETIREMENT WORRIERS

5

On and offline observation work uncovered cross shopping potential, paint department inconsistencies and painting love/hate relationships.

PRIMARY RESEARCH ETHNOGRAPHY

PAINT AND WALMART ETHNOGRAPHYWe visited Walmart stores across the nation to observe shoppers in the home decor and paint departments. We discovered several in-store inconsistencies which may merit additional attention from the Glidden Brilliance team.

• Inconsistent employee training and difficulty finding paint help • Erratic displays: unstocked stores with differing and unorganized layouts • Employees sometimes recommended Better Homes and Gardens • Handle sometimes covered the 2-in-1 message

ColorPlace

Good Better Best

$15.97/gallon $27.72/gallon $25.97/gallon

Good-Better-Best Paint Tiering System at Walmart. Similar color coding could potentially confuse some shoppers and busy employees.

NETNOGRAPHY

NETNOGRAPHYIn-store on shelf. Note handle placement over 2-in-1.

CART ANALYSIS We observed Walmart paint

department shoppers to learn what else they were putting in their carts. Through our observations we learned that the shoppers were frequently purchasing household items as well as home decor.

Field notes from observation work in-store revealedcross-shopping behavior. Many paint aisle carts analyzed had home décor items (bedding, towels, knick-knacks) selected for purchase.

6PRIMARY RESEARCH QUALITATIVE & QUANTITATIVE KEY FINDINGS

“We just moved in and the walls were not really our style, so we painted our rooms to meet our individual tastes.”

Kim 25, Laurie 27, Michelle 27, Segment 1, Single Renters, NV

“I was going to move into a new room, but I didn’t think the color the room had suited me.”

Sara, 19, Segment 1, Single Renter, IL

OVER 50% WISH THEY HAD AN INTERIOR DESIGNER. 75% WANT THEIR ROOMS TO REFLECT THEIR PERSONALITY.

ALL SEEK ADVICE FROM FAMILY MEMBERS, FRIENDS AND STORE EMPLOYEES.

“Without recommendations from friends or a professional painter, I don’t know whether the paint is quality or not.”

Spencer, 67, Segment 3, Family Homeowner, CO

“I had my mom help me pick out a paint color.”

Meghan, 23, Segment 1, Single Renter, NY

“I buy everything there.”

Susie, 24, Segment 2, Family Homeowner, Georgia

“I like Walmart because they seem to have the one stop mentality down pat.”

Kirk, 46, Segment 3, Family Homeowner, AR

ALL VALUE A ONE STOP SHOP.

“Painting takes all day, and it takes a lot out of you.”

Jill, 50, Segment 3, Family Homeowner, OH

“I was happy at the beginning, then I got a little frustrated, and then at the end I got really excited.”

Teresa, 28, Segment 2, Family Homeowner, NM

THE SEGMENTS KNOW THE ACT OF PAINTING CAN BE HARD.

Out of 950+ respondents, 36% could not recall a paint brand. Behr and Sherwin-Williams had highest unaided recall. Glidden was only 6%.

GLIDDEN HAS LOW UNAIDED BRAND AWARENESS.

Painting is an Emotional Roller Coaster

Unaided Brand Awareness

• Need help decorating

• Time/money constraints

• Seek pride in decorating

• Buy Walmart home decor

PAINT NOVICES

YOUNG FAMILIES

EXPERIENCED PAINTERSAll of our segments want help designing a great looking room faster and for less money.

The EndResult

Inspiration

Consideration

Purchase

Paint Day

Excited

Hesitant

Frustrated

Excited

Hesitant

Frustrated

THE END RESULT

7STRATEGY OBJECTIVES & POSITIONING

THREATS • Better Homes and Gardens and ColorPlace sometimes overpowering Glidden in store

• 2-in-1 message is no longer unique

STRENGTHS • One stop shop • Our segments like Walmart home decor • 2-in-1 paint and primer • 200 million Walmart shoppers a week

WEAKNESSES • 2-in-1 message is sometimes covered by the handle of can • Walmart is not considered a trusted paint retailer • Inconsistent in-store displays • Low unaided awareness • Aggressive competitors occupying the positions of color, expertise, DIY and quality

OPPORTUNITIES • Cross shopping with home decor • Economic trends and time pressures • Digital sharing • All segments want design help and painting tips • No brand speaking to painting challenges

While most brands focus on just selling paint, Glidden is present before, during and after the painting process.

CAMPAIGN OBJECTIVES (MAY - SEPTEMBER 2014)

Build unaided Glidden Brilliance awareness by 25%

Increase positive brand associations by 20%

Build brand purchase consideration by 15%

Grow positive brand engagement by 10%

Increase “willing to recommend” brand associations by 10%

Contribute to Glidden paint sales by year end by 3%

POSITIONINGUnaided Brand Awareness GLIDDEN NEEDS A RELATIONSHIP WITH PEOPLE,NOT A PAINTING FLING

Given the 5 year gap between

painting projects, Glidden MUST

build relationships with consumers.

To do so, Glidden Brilliance will

provide decorating and painting

help to consumers in everyday life.

Then, when painting needs arise,

Glidden Brilliance will be there as

an already trusted go-to resource

and a top of mind brand. Consumers

will count on Glidden Brilliance to

help them complete a project on

time, on budget, stylishly. With the

help of Glidden Brilliance, Walmart

shoppers will truly discover brilliance.

Life’s best fixes are often the unexpectedly easy

ones. True brilliance lies in ease and simplicity.

Our campaign is all about creating connections

between what our segments value and what

Glidden is all about: being easy, simple,

convenient, with high value and great results.

Our campaign synergistically links with Glidden’s

current “Glidden gets you going” tagline.

We just take it a step further for our Walmart

shopper. We celebrate simple good living, great

value and the painting/decorating process all the

way from inspiration through to enjoyment.

8CREATIVE TELEVISION ON & OFFLINE

FRAME 1:Action: Stan is prepping for painting while Meg takes down the pictures.

V/O: Life’s greatest challenges can sometimes have the simplest solutions.

SFX: Light cheery music.

FRAME 2:Action: Meg has broken the frame. The back hanger has fallen off and she needs to find a fix.

FRAME 3:Action:

Meg tacks a pop tab onto the back of the frame. She returns to Stan to help him paint.V/O: That’s why we believe everything in lifeshould be as easy as Glidden Brilliance makes painting.

FRAME 4:Action: Stan is already done painting. They are happy that the project is done and their room looks great.

OUR CREATIVE DEMONSTRATES LIFE IN easymode, SHOWING THE CONNECTION

BETWEEN DISCOVERING easymode TIPS AND HOW PAINTING WITH GLIDDEN

BRILLIANCE IS LIKE PAINTING ON EASYMODE.

FRAME 5:V/O:Discover Brilliance. Only at Walmart.

STORYBOARD - “BROKEN FRAME”A man and his wife are painting the walls in their bedroom, they come home from Walmart with all of their painting needs. As the husband sits the paint cans down and starts to spread drop cloths, his wife takes picture frames off of the wall. The last frame hook breaks, and she takes it to the bed to figure out a way to fix it. She affixes a pop tab from a soda can on the back of the frame with a thumbtack. When she returns to her husband’s side to assist him with the painting project, he is already done.

Glidden gets you going

Visit Glidden.com/easymode for more tips.

9CREATIVE PRINT

DIGITAL BILLBOARDS*

Every two minutes, our Discover Brilliance digital billboards will engage drivers by using sensor technology to match the billboard’s color with passing cars. These digital boards will maximize the value of peak travel times by changing frequently in traffic.

Keep the paint off your nose

There are simple solutions everywhere, you just have to know where to look. With Glidden Brilliance 2-in-1 it’s like painting on easymode. Go to glidden.com/easymode to see other ways to make your life easier.

Available only at

1. Punch out area around the dotted black line2. Fold along solid lines

3. Secure tabs inside folds4. Insert paint brush

INSERTS This Discover Brilliance magazine

insert will include an easymode

tip: a perforated tray to place

on a paintbrush to prevent

drips while painting.

Available only at

OOH

*Top 20 markets “rifle shot” effort. See page 18 for details.

10CREATIVE DIGITAL MEDIA

GLIDDEN BRILLIANCE easymode APP AND MICROSITEAlthough on different platforms, these two digital tactics will include:

• A gallery showing all the easymode painting and design tips

• Sharing functionality allowing users to take photos of rooms or items to color match, then generate suggested

matching color palettes

• Color Snap allows users to take photos of a room and generate suggested matching color palettes

• User accounts where they earn

points towards various prizes

The microsite, which mirrors the functionality of the app serves as an alternative digital resource for those without a smartphone.

THE GLIDDEN LEVEL UP ENGAGEMENT REWARDS SYSTEMThis point system rewards app and microsite users for reaching engagement milestones. Rewards include free Glidden Brilliance paint testers, Walmart coupons, a chance to rename a Glidden paint color or a Weekend with Glidden. This gamification will encourage continued engagement with our digital efforts.

RICH MEDIA Sidebar ads will change color

based on where the cursor

is hovering on a webpage.

Media choices carefully sync

up to lifestage and special

interest sites so the paint and

color messages will be relevant. discover

easyscroll left or right to view our tips

11CREATIVE SOCIAL MEDIA

OUR GLIDDEN BRILLIANCE

SOCIAL MEDIA

CAMPAIGN TACTICS

WILL ENGAGE KEY

INFLUENCERS, STIMULATE

CONVERSATION AND

BUILD BRAND BUZZ.

PAINT MY PROFILE

There will be 1,000 Facebook sponsored posts to further engage our audience on Facebook. Glidden Brilliance’s Facebook app gives users the ability to change the color of their profile. Users upload their cover photos and profile pictures which then go through Discover Brilliance color filters.

FOURSQUARE

Because of Walmart’s Foursquare check-in prominence, Glidden will offer free paint testers to shoppers who “check-in.” Foursquare check-in promotion furthers brand awareness and engagement.

YOUTUBE

Our Brilliance Bloggers will present videos on everything from paint to easymode tips and more. An overlay on the Glidden Youtube channel allows consumers to point-and-click their way to Glidden Brilliance, Walmart home decor and more.

#easymodeGlidden will sponsor a twitter sweepstakes, selecting the top 50 influencers based on their number of followers using #easymode to win a room makeover.

EASYMODE PIN PROJECT

Contestants will be given an easymode tip as well as household items to use for a home decor project. Contestants then race to reconstruct the tip using the given items. Glidden Discover Brilliance gift baskets featuring paint testers, easy mode tips with the needed items and a Walmart giftcard will be sent to the 50 fastest finishers.

GOOGLE+

Using Google Hangout and Google Glass’, augmented reality glasses, the winning Brilliance Blogger team will host monthly Glidden ‘point-of-view’ design talks.

12CREATIVE IN-STORE

easymode DESIGNER FEATURES*

• Partnership with Samsung on Motion Controlled Smart TV• Room selector to change room styles as well as wall color with Glidden Brilliance color• Explore the room to discover easymode tips in use for painting and decor• Walmart inventory with real time “add to cart” functionality• There will be one TV per store located at the front entrance

To raise the shoppers’ awareness of Glidden Brilliance, we’ve developed a strong in-store presence at Walmart to provide engaging brand touch points.Note: all tactics will feature a call to action promoting the Glidden Brilliance easymode microsite

DIGITAL

easymode KIOSKS FEATURE*

• The Discover Brilliance :30 spots will play when the Samsung tablet kiosk is not in use• Features easymode tips to help with painting and design projects• In-store locator to find easymode tip items at Walmart• Color match and palette functionality using the Samsung tablet camera to match and generate color values in store• Kiosks will be placed in high visibility areas throughout the store


13

7ft

6ft

5ft

4ft

3ft

2ft

1ft

4. When trying to remove small nails from a wall, if you donʼt have a

hammer handy, use a poptab.

1. The poptops from a can of soda can be used to hang picture frames.

2. Putting the poptops on a coat hanger can give you more room

for clothes in your closet.

3. A poptop can make for a good keychain connector.

discover

For more tips head over to the Glidden kiosk in the paint department, or download our

Glidden Brilliance app.

4. When trying to remove small nails from a wall, if you donʼt have a hammer handy, use a poptab.


2. Putting the poptops on a coat hanger can give you more room for clothes in your closet.


discover

For more tips head over to the Glidden kiosk in the paint department, or download our Glidden Brilliance app.

Side A Side B

4. When trying to remove small nails from a wall, if you donʼt have a hammer handy, use a poptab.


2. Putting the poptops on a coat hanger can give you more room for clothes in your closet.


discover

For more tips head over to the Glidden kiosk in the paint department, or download our Glidden Brilliance app.

4. When trying to remove small nails from a wall, if you donʼt have a

hammer handy, use a poptab.


2. Putting the poptops on a coat hanger can give you more room

for clothes in your closet.


discover

For more tips head over to the Glidden kiosk in the paint department, or download our

Glidden Brilliance app.

Height Comparison

CROSS SHOPPING SHELFTALKERS**

Shelftalkers will be placed in key Walmart departments to encourage shoppers to visit the easymode kiosk as well as the Glidden paint section for more easymode tips.

SHOPPING CART INSERT*

Our shopping cart

advertising raises awareness of Glidden Brilliance in Walmart. The cart exterior tells Walmart shoppers to visit the easymode kiosk while the interior mirrors the interactive easymode Designer display.

CREATIVE IN-STORE POINT OF SALE

*Top 20 markets “rifle shot” effort. See page 18 for details. **This tactic will be part of a nationwide effort.

14DIGITAL PUBLIC RELATIONS WEEKEND OF BRILLIANCE

THE easymode WEEKEND OF BRILLIANCE

For the first two weeks of the campaign, we

will promote the easymode Brilliance Challenge.

Leading home decor bloggers will be invited to

break into teams and compete in a room design

contest. Each team will be given one hour to

purchase all their home decor, furniture and

Glidden Brilliance from Walmart. After five

hours, viewers will vote for the winning

completed rooms. The first place team will

become Glidden’s Brilliance Bloggers.

The whole event will be recorded and

later posted to Glidden’s YouTube channel.

WE WILL BE INVITING FIFTEEN OF THE MOST INFLUENTIAL BLOGGERS INCLUDING:

Brit.coyounghouselove.comthenester.comthriftydecorchick.blogspot.comcentsationalgirl.compsimadethis.comthehouseofsmiths.comsouthernhospitalityblog.compaintedhomedesigns.comcolourlovers.com

“Bloggers are viewed as trusted friends and peers, so what they say can enhance brand reputation more than a display ad.”Bonnie Kintzer, CEO, Women’s Marketing Inc.

15

PAINT WITH A PURPOSE

OPERATION BASEPAINTGlidden will partner with Morale, Welfare and Recreation (MWR) facilities and the Department of Defense to donate paint to 20 major military installations across the nation.

PAINT HOPEHOPE NOW is an alliance that has helped 5.7 million homeowners prevent foreclosure, including military families. Glidden and HOPE NOW will partner to aid in remodeling and repainting at-risk homes.

GLIDDEN’S WISH GRANT Buillding on a recently announced upcoming initiative with the Make-A-Wish Foundation, Glidden Brilliance will paint and remodel 25 children’s play areas in local hospitals.

THE GLIDDEN COMMUNITY BRILLIANCE PROJECTThis crowdsourced social media contest harnesses key community organizations such as schools, senior centers and park districts to create buzz. Community members will share and vote for their favorite space needing a paint spruce-up using Facebook and Twitter. The winning community space receives up to $1000 worth of Glidden Brilliance paint.

PAINT TO END HUNGERTeaming up with Walmart for a dollar match program, Glidden will donate a dollar to Feeding America for every can of Glidden Brilliance paint sold.

PR EFFORTS OUTREACHIMC

PUBLIC RELATIONS OUTREACHMedia kits will

be delivered to

national news

outlets and

Brilliance bloggers

to gain earned

media, stimulate

conversation and build partnerships.

16PR EFFORTS STUNTSIMC

PAINT CHIPS*

Glidden’s Discover Brilliance Street Team brings the product to life, literally. The street teams wearing Glidden Paint Chip t-shirts will paint Walmart parking lots and assist customers shopping in the paint section and home decor aisles of Walmart.

easymode PARKING*

The Glidden

Brilliance Easymode

Parking signage

brings a bright

splash of color

to Walmart parking

lots, builds

brand awareness,

generates buzz and

reminds shoppers

where they parked.

IMPROV PAINT STUNT*

A special Glidden

improv team, The

Paint Chips, will rush

into high traffic public

spaces and paint 3D

rooms featuring Glidden

Brilliance and Walmart

home decor items.


17IMC STUNTS & PARTNERSHIPS

AMERICAN BABY MAGAZINEGlidden and American Baby magazine will join forces to design 100 baby rooms for expectant mothers nationwide. Moms-to-be will compete by pinning colors from Glidden Brilliance and Walmart home decor. Winners will receive free Glidden paint and choose home décor items for their nursery makeover

BRIT + CO.Brit + Co. is “the leading community for creative living, making and doing in the digital age,” boasting over two and a half million followers. Glidden will partner with Brit + Co. “kits” to include

Glidden Brilliance testers and

promotional items in their monthly sampler mailing.

suite bridal

BRIDAL SUITEGlidden and Walmart

Wedding Registry will partner to keep the honeymoon going. 100 lucky Walmart bridal registrants will win a “bridal suite” makeover using the couple’s choice of Glidden Brilliance paint.

OUT-OF-HOME PROJECTIONS*

Buzzworthy OOH large scale projections in

high visibility locations will illuminate the

night. The many projected images will credit

the local instant celebrities and their design

by showcasing their Twitter handle and how

he/she “discovered Brilliance.”

Brit Kits provide a high profile sampling opportunity for Glidden Brilliance. *Top 20 markets “rifle shot” effort. See page 18 for details.

18PLANNINGMEDIA ON & OFFLINE

OVERARCHING STRATEGIES• An aggressive broadcast and online media buy will jumpstart the Discover Brilliance campaign, bolstering awareness

• Media pulsing will occur around key painting holidays such as: Memorial Day, the 4th of July and Labor Day to maximize impact right before key long weekend painting timeframes

TIMING• Aggressive primary broadcast and online media buys will jumpstart the campaign

• Pulsing around key painting holidays such as Memorial Day, 4th of July and Labor Day will reintroduce the brand to potential painters and lead to a measurable increase in sales

SPECIAL TARGETING• We capitalize on key lifestage transitions (e.g., baby, first home, wedding, etc.) as our research has shown these experiences to have a direct correlation with paint purchases

• We will incorporate media targeting the Hispanic population through appropriate venues

DIGITAL-PRE ROLLOnline video channels will allow us to target popular broadcast and cable TV show audiences not included in our budget. This strategy will increase our brand’s exposure and affinity with top rated programming.

www.Brit.co

www.younghouselove.com

www.thenester.com

www.thriftydecorchick.blogspot.com

www.centsationalgirl.com

www.psimadethis.com

www.thehouseofsmiths.com

www.southernhospitalityblog.com

www.paintedhomesigns.com

www.colourlovers.com

RICH MEDIAOur rich media approach provides a cost-effective, interactive and measurable way to target Walmart shoppers as they research paint online, seek new decorating ideas or as they catch up on the latest home trends.

TELEVISION-CABLE/BROADCASTTo maximize limited funds and still reach a majority of our target, we will strategically place buys on national cable channels that specialize in lifestyle and home decorating content.

SEO/SEMEffective keywords will be built into the microsite’s metadata to create search engine trust and increase page rank. The key recommended words and phrases that will be utilized include:

GliddenGlidden BrillianceDiscover BrillianceWalmart2014 color trendsPaintHome DecorRoom PaintingeasymodePaint TipsPaint Apps2 in 1 Paint

Paint and PrimerPaint at WalmartInterior PaintPaint TipsWeekend with GliddenPaint bloggersAccent WallPaint CalculatorPainting FurnitureNurseryBaby RoomSelling house

PRINTInteractive inserts will be placed in decor and lifestyle magazines. Titles were chosen for their strong, targeted nationwide circulation, great pass-along value and their opportunities for added-value digital advertising.

19FLOWCHARTMEDIA

MAY JUNE JULY AUGUST SEPTEMBER

CABLE/BROADCAST TV

:15 SEC PRE-ROLL

RICH MEDIA

MAGAZINES

TLC

FOOD NETWORK

LIFETIME

HGTV

UNIVISION

SEM/SEO

SOCIAL MEDIA

EASY MODE APP*

MICROSITE*

PR AND PHILANTHROPY

IN STORE**

EVALUATION

TOTAL 714,980,384 10,000,000

OOH

TOTAL PROJECTEDIMPRESSIONS

ESTIMATEDCOST

385,205,000

15,555,555

66,560,940

5,173,068

6,000,000

117,000,000

N/A

N/A

N/A

60,625,796

58,844,285

N/A

2,873,607

1,400,000

700,000

1,647,816

840,000

1,000,000

70,000

280,000

*

*

**

50,000

* app and related items (e.g., microsite) production/programming costs not included per Clarification Memo, 3-1-13

** Based on Clarification Memo, in store is TBD, based on negotiations with Walmart. “Contingency Fund” contains reserve funds for this

5

24

12

13

19

14

26

12

2

6

9

8

16

6

23

24

7

7

14

6

21

3

28

3

4

7

11

7

18

19

25

30

1

15

8

6

15

10

22

5

900,000

238,577

PRODUCTION

CONTINGENCY

U.S. NATIONAL

REAL SIMPLE

DO IT YOURSELF

HOUSE BEAUTIFUL

AMERICAN BABY

GEOGRAPHYOur plan features a national overlay with a “rifle shot” heavy-up concentrated on our top 20 Walmart markets. These top 20 markets were selected based on Walmart Supercenter locations and U.S. population.

• Houston• Los Angeles• Dallas/Ft. Worth• Atlanta• Chicago

• Phoenix• Philadelphia• Tampa/St. Petersburg• Cleveland/Akron• St. Louis

• Sacramento/Stockton• Denver• Miami/Ft. Lauderdale• Kansas City• Charlotte

• Indianapolis• Pittsburgh• Las Vegas• Birmingham• San Diego

BUDGET

INTEGRATED MARKETING CAMPAIGN ACTIVITIES TOTAL BUDGET

2.4% 2.8%.5%

16.5%

8.4%

28.7%

31.7%

9%

ContingencyPR and PhilanthropyMagazinesOOHCableDigitalProductionEvaluation

20CAMPAIGN EVALUATION

ONGOING QUANTITATIVE TRACKING A nationwide quantitative study will be fielded before, during and after the campaign’s conclusion to measure unaided brand awareness, attitudes, competitive comparisons, brand attributes and

purchase consideration.

QUALITATIVE MEASUREMENTSFocus groups and before and after purchase interviews will be conducted.

SHOPPER MARKETING: DIGITAL, MOBILE AND SALES TRACKING IN-STOREThe easymode kiosk will collect data regarding number of interactions,engagement, time spent and content explored. In addition, Glidden’s Foursquare check-in’s, Walmart’s POS IRI/Data and an incentive based survey will be distributed.

MEDIA: IN FLIGHT STEWARDSHIP AND POST BUY ANALYSISOnce plans and buys are finalized, the media activation team will closely monitor the buy and SEO/SEM in progress (on and offline) for adjustments needed. A post-buy analysis will

then confirm results and impact achieved.

PUBLIC RELATIONS IMPACT MEASUREMENTWeekly media coverage, on and offline will be monitored through the campaign via The Daily Buzz. Editorial placements, b-roll usage, talk show mentions, event publicity and other media will be assessed.

EVENT & STUNTS METRICSDuring the blogger and partnership events, sweepstakes and on and offline participation will be measured. Interviews will be

incorporated into the publicity efforts.

DIGITAL MEASUREMENT: SEO, SEM & SMODiscover Brilliance’s impact will be measured via various analytics:

• Radian6: Tracking social media engagement and sentiment by mentions, posts, follows, favorites, repins, retweets, likes, shares and other means of digital sharing

• Google Mobile Analytics: Rank Giant will be measuring acquisition, usage, engagement and conversion data. Social media optimization data will help maximize microsite/app traffic and social media sharing across platforms

• Daily SEO/SEM: Activity reports monitoring the Adwords campaign and making continual adjustments to enhance site/app traffic and engagement

DISCOVER BRILLIANCE LABEL TEST ALTERNATIVE (FOR CONSIDERATION ONLY)

As a R&D initiative, we suggest testing a new label design with a stronger emphasis on Glidden Brilliance’s 2-in-1 benefit, an easymode paint tip and glidden.com/easymode call to action.

Glidden book

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