RE-DO IT YOURSELF

WITH GLIDDEN

University of MissoUri

ColUMbia

CHALLENGE

Glidden needs to be a standout brand, both in Walmart stores and the paint market, for simple painting projects that create big impacts.

RESEARCH FINDINGS

Our target has project ideas, but they haven’t been empowered to follow through with them. We call them Passive Admirers. Their biggest concerns with painting are rooted in a fear of failing to reach their desired outcome. They lack the confidence to visualize the project from the first spark of motivation to the finished product.

OBJECTIVE

We will drive Walmart shoppers into the paint section and encourage them to follow through with their small project ideas, leading to a $120 million sales increase. This projection is consistent with industry norms.

CREATIVE POSITIONING

We understand our target, and they’re no experts. The good news is, with our campaign, they don’t need to be. We want people to feel empowered by our campaign, which focuses on the difference a simple coat of Glidden can make.

OUR BIG IDEA

Based on our findings, there are several obstacles for Passive Admirers to overcome before completing paint projects. Our campaign addresses this problem by demystifying the painting process and encouraging Passive Admirers that they can make meaningful changes to their surrounding with the right tools. Our big idea shows the potential in over-looked spaces and the painters themselves. A blank wall could be the lavender scene-setter for your personal oasis. An ordinary chair could be the bold touch that spices up your kitchen.

To interact with our Passive Admirers at the best possible time, our executions center around life’s impact moments, from a new baby to an empty nest.

/ EXECUTIVE SUMMARY1 2 4 5 6

Brand Analysis

Primary Research

Competitor and SWOT Analysis

Target Profile

Consumer Journey

TABLE OF CONTENTS

7 8 9

/ RESEARCH

Creative Brief

Marketing Strategy

The Big Idea

/ CONCEPT

10 13 15 16

In-Store

Interactive

Digital Media

Promotions

/ EXECUTION

/ MEDIA

18 19 20

Budget Breakdown

Media Plan

Campaign Evaluation

1

RESEARCH /

/ BRAND ANALYSISCOMPANY HIGHLIGHTS

+ Founded in 1875+ Introduced the first waterborne latex paint called SPRED SATIN in 1948+ Created the first paint with no volatile organic compounds+ Founded one of the industry’s first multi-purpose paints with Glidden Performance Edge 3-in-1+ Currently sold at Walmart, Home Depot, and other home improvement or specialty paint stores

RECENT CONSUMER REVIEWS

+ In 2006, Glidden paints received 19th and 38th place in the Consumer Report ranking of interior paints+ In 2012, Glidden’s Premium Flat paint ranked last in the Consumer Report ranking of Flat & Matte paints+ A Viewpoints survey of interior paints gave Glidden a 78/100, ranking it below other major brands such as Behr and Benjamin Moore

RECENT AD CAMPAIGNS

+ December 2007 - “Most Colorful Fan Contest”+ June 2009 - “Glidden Gets You Going”+ June 2011 - “Everyone Can Paint”

“The ad takes what many people find to be a tedious and exhausting task—painting—and rather unconvincingly shows you how much fun it really can be.” — Gabriel Beltrone of Adweek

+ September 2012 - “Colorful Classrooms Contest”

OUR TAKE

Glidden is a brand with a rich tradition of standout advertising.

However, in its recent past, Glidden’s offbeat approach has not resonated with customers.

2 / RESEARCH

/ PRIMARY RESEARCH

PRIMARY RESEARCH STRATEGY

+ Uncover inspirations behind DIY projects for the three target markets + Expose physical and psychological barriers to painting projects + Understand emotions and feelings throughout the painting process

PRIMARY RESEARCH FINDINGS

Through primary research we were able to unite three target segments into one psychographic group that we call Passive Admirers. Although many prospective painters question their confidence or doubt their creative ability before starting a project, they love to see the rewards of their DIY projects through compliments and congratulations from family members and friends.

Passive Admirers may need helpful tips from paint brands and professionals from time to time, but they want their personality to show through in their freshly painted projects. Passive Admirers want to know the brand will be there to help out from the day they purchase paint to the day they show off the project to friends and family. A nationally distributed survey with respondents from 18 states reinforced the follow-ing focus group and in-store interview findings about Passive Admirers:

+ More likely to paint furniture and craft items before painting walls + Have the hardest time starting the project + Inspired to paint by influences such as social media, friends, family and DIY programs + Feel proud when they finally finish a project

/ PRIMARY RESEARCH

18 states surveyed

SMALL-PROJECT FOCUS: PRIMARY QUOTES HIGHLIGHTS

“Small projects are a better way to customize space because they’re easier. And then because you’re moving so much in college, you can’t take them with you.”

“I would consider Walmart for small paint projects but not for larger DIY projects.”

“I like to paint wooden picture frames to personalize them. I want to personalize things I find at Goodwill and put them in my home. I always find statues or little wooden things. They can look brand new; they just need a new coat of paint.”

3

Strongly DislikeDislikeNeutral

LikeStrongly Like

43.1%25.2%

12.2%

4.1%15.4%

Rate your level of enjoyment with painting from “strongly” dislike to “strongly” like.

From the survey: “I want people who visit my house, condo or apartment to be able to see my personality in the way the space is decorated.”

87.8% Strongly Agreed or Agreed

From qualitative research:“I like to talk to other people and see what they’ve done with paint. If they can do it, I definitely can.”

“I love looking at all the creative things on Pinterest, but if it looks like it might require too much time or work, I won’t even try it.”

“I like ideas that come from myself or those around me the most. It’s just more meaningful if I can make something from all of our ideas.”

From the survey: “I take pride in the Do-It-Yourself projects that have been completed within my residence.”

87.7% Strongly Agreed or Agreed

From qualitative research:“When the paint’s dry, you can enjoy it. And then the process is all worth it.”

“When I think of painting projects, I just think of the satisfaction that comes when I’m done.”

“Ultimately, I’m the one who ends up deciding if the project was a success, but I still look for reassurance and a second opinion from someone else.”

CHALLENGED REWARDED

How do you feel when you think about painting?

FINDINGS

Early in the research process, it was clear that painting furniture and crafts resonated differently with all three of our segments. Painting furniture doesn’t require as much work as painting a room, and it still makes a large impact. Painting a piece of furniture resonated as more manageable. This sparked a clear focus in our campaign. The following infographics are from our national survey.

excited stressed

Happycommitment

change

freshen

postpone

optimistic

creative

feel

worknew

stressedtalented

overwhelmedexcited

From the survey: “I feel best about painting projects in my house, condo, or apartment when they are complete rather than in progress.”

87.0% Strongly Agreed or Agreed

From qualitative research:“Getting a roller on the wall is only a small fraction of painting. I like the creative process, but going through all the steps from start to finish is extremely time-consuming.”

“I want to paint something in a day and be done with it. I hate projects that take days to complete.”

“I want to get the cheapest paint but for the best quality. It is hard to spend money with kids.”

INSPIRED

0 10 20 30 40 50 60 70 80

Freinds —

Family —

e displays —

Bloggers —

TV —

Pinterest —

Facebook —

Twitter —

55.3%

13%

15.4%

48%

29.3%

39%

0 10 20 30 40 50 60 70 80

Freinds —

Family —

Bloggers —

TV —

Pinterest —

Facebook —

Twitter —

I draw creative inspiration from:

75.6%

60.2%

Friends

In-Store Displays

Family

Bloggers

TV

Pinterest

Facebook

Twitter

4 / RESEARCH/ RESEARCH

SWOT ANALYSISPAINT BRANDS

UPPER -TIER: Clearly branded and well-recognized by consumers, recommended by sales associates, seen as the highest quality at the highest cost

Behr, Good. Better. Behr. — Benjamin Moore, Transform — Glidden (In-Store), Glidden Gets You Going — Sherwin-Williams, Cover the Earth — Valspar, Connect to the Power in Color

MIDDLE -TIER: Clearly branded, presented as the middle option by sales associates, seen as having decent quality at a reasonable price

Better Homes & Gardens, Paint Anything — Clark + Kensington, Find YourSoul Paint — Glidden (Out-of-Store), Glidden Gets You Going

LOWER -TIER: Not clearly branded, not frequently recommended by sales associates, presented as the cheapest option for consumers who value price more than quality

Colorplace — Olympic — Royal

PAINT STORES

HOME IMPROVEMENT STORE: A store with a wide variety of hardware products that is marketed as the answer for all home improvement needs

+ ACE Hardware (4,400 locations in the U.S.) + Home Depot (2,200 locations in the U.S.)+ Lowe’s (1,705 locations in the U.S.)

SPECIALTY PAINT STORE: A store for all paint-related needs that offers detailed customer service to help consumers pick the brand, color, and type of paint

+ Sherwin-Williams (3,300 locations in the U.S.)

SUPERCENTER: A store consumers visit frequently that offers anything they need at an affordable price

+ Walmart (3,200 locations in the U.S.)

+ ONE-STOP SHOP CONVENIENCE: Customers can make impromptu paint purchases during regular shopping routines.

+ AFFORDABLE PRICE: People associate Glidden at Walmart with affordable price.

+ INTENSIVE DISTRIBUTION: 60 percent of the population lives within five miles of a Walmart. 96 percent lives within 20 miles of a Walmart. + CONFUSED CONSUMERS:

Current marketing does not provide a distinctive call to action.

+ LACK OF IN-STORE PAINT EXPERTS

+ LOW QUALITY RATINGS

+ VARIED PRODUCT & STORE LAYOUT: Inconsistent layout can lead to customer frustration.

+ HUGE POTENTIAL MARKET: 58 percent of Passive Admirers have purchased interior paint in the last 12 months.

+ SOCIAL MEDIA EXPANSION: DIY projects in social media builds consumer confidence.

+ INCREASED CONSUMER SPENDING: Spending has increased from $59/month in 2012 to $83/month in 2013.

+ FORECASTED INDUSTRY EXPANSION: Mintel predicts the paint industry segment to grow by 24 percent between 2012 and 2016.

+ APPEAL OF IN-STORE SPECIALISTS

+ COMPETITORS IN AISLE: Customers are willing to sacrifice quality for the lower prices of Better Homes & Gardens and Colorplace.

STRENGTHS

OPPORTUNITIES

THREATS

WEAKNESSES

/ COMPETITOR ANALYSIS

5

MONEY-TIGHT MOM | JAMI

BUSY BOOMERS | NANCY & CARL

+ Population: 10.78 million+ Shops at Walmart for almost everything+ Has money and time constraints + Not a perfectionist+ Considers buying paint from Walmart as long as it’s quick and cheap+ “I want to get the cheapest paint for the best quality. It’s hard to spend money with kids.”

YOUNG MOTHER | MINORITY | RENTER | RURAL | LOWER INCOME

+ Population: 19.96 million+ Have the free time and knowledge to paint correctly the first time+ Go to Walmart but consider it low quality+ Consider service and expertise to be highly important+ Want to have a new look for big occasions with family or friends+ “If you’re going to do it, take the time and do it right.”

BABY BOOMERS | CAUCASIAN | HOMEOWNERS

+ Population: 4.67 million+ Considers decorating and painting projects an extension of her personality+ Would go to Walmart and buy budget-friendly paint if she knew about it+ Prefers smaller projects because painting seems complicated+ Gets creative inspiration from social media like Pinterest+ “If it looks like it’s too complicated or requires a lot of work, I usually won’t even try it.”

GEN Y | FEMALE | LOWER INCOME | RENTER

/ TARGET PROFILE

SOCIAL CATERPILLAR | MEAGAN

Passive Admirers are hesitant—they love small painting projects that bring new life to an old piece of furniture or outdated room. But they don’t know how to make it happen with the limited time, money, and skills they have. For them, it’s more than a painting project: It’s a great way to welcome those around them into a space that reflects their personality and style. Although they may dread laying down drop cloths or dipping their brush into a paint bucket, Passive Admirers are easily inspired, enjoy the thrill of picking out the perfect shade of green, and love showing off their finished project to family and friends.

PASSIVE ADMIRERS

6 / RESEARCH

/ CONSUMER JOURNEY MOTIVATION

In this stage, our consumers are first inspired by something they see on- or off-line. They think, “How cool! I could do that.” This stage is exciting because they get to admire other creative projects.

REFLECTION

At this point, our consumers really start to consider the reality of this project. They think, “Could I really do that?” This stage introduces our biggest barrier—our consumers’ self-doubt.

EXPLORATION

Here our consumers look into the finer details with a greater sense of purchase intent. They need to answer questions like, “What would I paint? What color would I choose?” This stage is the tipping point for our consumers. With a soft nudge towards decisiveness, they will become a Glidden consumer.

DECISION

This is the stage when our consumers buy the paint and all the supplies they need to paint. If they don’t buy all they need in a single stop, this stage can continue past the initial store visit.

CREATION

Now our consumers dip the brush into the paint. Many consumers do not look forward to this step. They think, “Am I doing this right?” This is the work stage and can also be the mistake stage.

PRESENTATION

At long last, our consumers take a step back from their finished project and bask in its glory. They take personal pride from their work and share it with family and friends, whether in person or online. A simple compliment or repin can make the consumer think to themselves, “This was so worth it! What should I redo next?” This is the stage when the consumer can become a confident project doer and find more motivation for a new journey.

Motiv

ation Ref ection Exp

loratio

n D

ecision Creation

A

pp

reci

atio

n

MotivationReflection

Explo

ration

DecisionCreatio

n

rP

rese

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7

WHY ARE WE ADVERTISING?

To give Passive Admirers the confidence to add some color to their space with trouble-free painting projects

WHO ARE WE TALKING TO?

Passive Admirers are inspired but distracted. Whether it’s on Pinterest or at a friend’s house, they see new project ideas every day. They want their living space to be a reflection of their tastes and personalities.

Whether they’re picking up their kids from school or searching for a new job, Passive Admirers have a lot on their plates. It’s important to them to find value in every purchase, and they spend their time and money carefully.

WHAT DO WE KNOW ABOUT THEM?

Tension: Perception of Process vs. Desired Outcome

“I want to do painting projects to add some color to my home, but it’s really hard to start because it can be frustrating and takes a lot of time. If I actually do paint, I love seeing the room when it’s done, and I really love it when other people like it.”

WHAT DO WE WANT THEM TO TAKE AWAY?

Glidden makes painting projects doable.

SUPPORT

+ Glidden Brilliance 3-in-1 reduces the time and talent needed for painting+ Glidden Paint is widely distributed at Walmart

TONALITY

Empowering, Understanding, Conversational

CREATIVE SPARKS

“I’ve been wanting to change my kid’s room for a while, but there’s no way I’m spending a week painting the entire room!”

/ CREATIVE BRIEF

CONCEPT /

8 / CONCEPT

MARKETING OBJECTIVE

We will drive Walmart shoppers into the paint section to follow through with their small project ideas, leading to a $120 million sales increase, based off of industry norms.

ADVERTISING OBJECTIVE

We will empower our target to take on more small painting projects by creating a support system that carries them into the post-purchase feeling of satisfaction.

MEDIA OBJECTIVE

We will increase paint sale frequency by getting 8% of our target to create one small paint project every two months, earning a $120 million sales increase.

WHO

The 58% of Passive Admirers who have shopped at Walmart more than three times in the past month. They have been inspired by small project ideas to per-sonalize their living space, but they feel like they need to do the project, such as skill, time, or motivation.

WHAT

In-store media and supporting digital content will empower our target to take on their small projects so they can feel a post-painting sense of pride in their work.

WHEN

The campaign will run from May 2014 through September 2014 as a part of Glidden’s annual promotional efforts. We will focus on targeting during impact moments for Passive Admirers, from anything as simple as throwing a 4th of July barbecue to anything as life-changing as welcoming a new baby. These impact moments generate multiple, small projects that can be spread out over the course of several weekends. We will reach people during these moments through strategic media spikes and media placements that correlate with the context of unnecessary similar items purchased concurrently.

HOW

We will use our $10 million budget and effective frequency media strategies to reach Passive Admirers.

/ MARKETING STRATEGY

WHERE

The campaign will focus on these media markets and corresponding Walmart districts (approximately 152 Walmarts total):

MIDWEST

Columbus, OhioRural IllinoisToledo, Ohio

NORTHEAST

Syracuse, New YorkPhiladelphia, Pennsylvania

SOUTH

Austin, TexasEl Paso, TexasMemphis, TennesseeOklahoma City, Oklahoma

SOUTHEAST

Charlotte, North CarolinaFort Lauderdale, FloridaMiami, FloridaRural Georgia

WEST

Spokane, WashingtonSan Diego, California

9

/ RE/DO IT YOURSELF

One problem demanded our attention above all others: People have things they want to paint—they just don’t know how to get started. At its core, our campaign addresses this obstacle by:

+ de-mystifying the painting process + assuring Passive Admirers that they can make easy, meaningful improvements in their homes + providing support and encouragement to motivate them every step of the way

Our tagline, “Re-Do It Yourself,” repurposes a common phrase associated with rugged individualism and self-determination into a more approachable, less intimidating rally cry for Passive Admirers.

We first thought ReDIY was a niche within DIY, but we weren’t thinking big enough. In reality, ReDIY is a broadening of the DIY market. The truth is, you don’t

have to be a DIYer to Re-Do It Yourself. While the DIY movement is often associated with special skills and talents, ReDIY decreases this perceived skill level. It not only broadens our potential consumer base but ensures that the fear of not being a true DIYer is no longer a barrier.

Passive Admirers are not professional painters. They are not DIY hobbyists. They are busy people looking to make a small change with a big impact. While they are not building a cedar chest from scratch, they are putting a fresh new coat of Glidden paint on a promising thrift store find or an antique chest they’ve had for years.

Our campaign visual features a single project item—a table, chair, crib, etc.—that is split down the middle. Each

split project piece allows this campaign to effectively speak to three distinct targets of Passive Admirers. While the left side of the item might be dull or in desperate need of repair, the right side of the item is redone with a fresh coat of Glidden Brilliance—and, boy, does it look great.

This new spin on the traditional before-and-after picture emphasizes the potential in existing furniture and spaces. By fusing two images into one, our visual branding suggests that there are two versions of our Passive Admirer’s bookcase—the dark, beat-up junk cabinet it is, and the bright, book nook it could be. By pairing inspirational visuals with bold, concise copy, our creative work focuses on inspiring action by bridging the gap between their desire to paint and the satisfaction they’ll get from showing it off.

/ THE BIG IDEA

ReDIY

DIY

WHY IT WORKS

RE-DO IT YOURSELF

10

EXECUTION /

/ IN-STORE

/ EXECUTION

Passive Admirers shop frequently at Walmart, just not in the paint department. Because they are already looking to improve their spaces, Passive Admirers often browse the home decor section. Strategically placing project cards in holders that resemble a Glidden-branded paintbrush will, for example, catch the eye of an expectant mother who is shopping for yellow nursery decorations. As she browses, her eyes will be drawn to a matching yellow project card with a suggested project for redoing an old crib with a coat of “Sunbeam” from Glidden’s Top-10 Palette, “Growing Up Colors.” After sparking curiosity and interaction, the cards will:

+ inspire project ideas in Passive Admirers who are already interested in improving their home in simple ways+ offer them support through pre-existing Glidden YouTube tutorials available through a specialized page on Glidden’s site+ encourage them to purchase Glidden paint in the same visit by including a high-value coupon on the back of the card

PROJECT CARDS

11

/ IN-STORE

FRAME: Split screen FRAME: Split screen FRAME: Split screen

ANNCR: “Re-Do It Yourself with Glidden.Available in the paint section here at Walmart.”

AUDIO: Upbeatmusic throughout

FRAME: Medium shot

FRAME: Split screen

SFX: Dividing bar appears and splits frame, creating two narratives

FRAME: Split screen

SON (RIGHT): “Thanks mom!”

FRAME: Split screen

SFX: Quick cut to close-up of woman smiling

Woman walking down aisle, stops in front of project card display on end cap and picks one up. Camera zooms in on project card.

(From behind her head, the shot splits into two frames)LEFT: Woman looks at end cap, pondersRIGHT: Woman begins painting son’s dresser at home

LEFT: Woman selects paint, puts accessories in ReDIY kitRIGHT: Woman continues painting her son’s dresser

LEFT: Woman puts can and ReDIY kit in cart and heads to check outRIGHT: Woman reveals dresserto son, he smiles and thanks her

LEFT: Cashier rings up items, seals boxRIGHT: Close up of her face shows a sense of pride in in the project and her son’s reaction to it

Woman puts ReDIY kit in her car with Walmart signage in the background

LEFT: Old dresserRIGHT: Redone dresser

ART CARD: ReDIY stamp, Glidden logo, Walmart logo

IN-STORE AD

This in-store spot will play on TV screens thoroughout Walmart stores where end caps are present. The split-screen story of a mother who envisions painting her son’s dresser after coming in contact with the end cap is meant to encourage busy mothers to explore the end cap display—and more importantly, to choose Glidden as their go-to project paint. Digital signage is also ten times more likely to be viewed than static signage, according to Signum Digital Solutions.

Circulars are an additional element of our Walmart partnership. They have a wide yet geographically-targeted reach, which allows us to continue within our media markets. We will use circulars to reach out to our more traditional Passive Admirers. Each circular will serve as both an empowering purchasing tool to highlight our existing paint accessories partnerships and a timely project inspiration, such as painting a picnic table before the Fourth of July.

CIRCULAR

12

/ IN-STORE

RE-DO IT YOURSELF STATIONThe Glidden Re-Do It Yourself Station is the decision destination for our Passive Admirers. Stations will be placed on end caps in the Walmart paint department. End caps have a 100 percent total reach and the highest amount of average times exposed to a customer per trip of any in-store promotion, according to TNS Eye Tracking & Path Tracker. These stations address several problems facing our target at Walmart: poor customer service, lack of sales expertise, and option paralysis.

Through strategic partnerships with accessory manufacturers, the station will feature the Glidden Brilliance line alongside paint project accessories in a simple, organized display. By simplifying the buying process, we reduce the potential for confusion or delay by giving Passive Admirers clear-cut choices that are easy to act on. They don’t need a professional painter to redo their dining room, and they don’t need a professional salesman to help them find the right supplies to get it done. With the Re-Do It Yourself Station, they are empowered and ready to act. All they have to do is get Glidden, get their box, get their supplies, and get going.

/ EXECUTION

RE-DO IT YOURSELF KITThe Re-Do It Yourself Kit is the centerpiece of our simplified purchasing process. The box creates a ready-to-go mindset for Passive Admirers, complete with the painting accessories they’ll have chosen and the confidence of knowing they’ve got everything they need when they get home. When they open the box, an empowering statement on the underside of the lid will give them a final push before they start their project: “You’ve got the tools. You’ve got the mindset. Now you’re ready to Re-Do It Yourself!”

13

/ INTERACTIVE

RE-DO IT YOURSELF CONTENT SECTIONOur campaign will include an image-focused, engaging content section that is accessible from the Glidden website. The content will be promoted on the Walmart brand page and all Re-Do It Yourself social media platforms in an effort to drive traffic and awareness to Glidden at Walmart.

Most notably, the Re-Do It Yourself content will maintain a blog that motivates Passive Admirers with project inspiration. To create a consistent brand experience, the site will integrate branding tactics from social media initiatives, such as our Re-Do It Yourself contest and Instagram feed. This site will be built in HTML5 and be a completely responsive design. This allows our users to access Glidden content across desktops, tablets, and smartphones. This corresponds with industry trends which lead away from dedicated mobile apps and towards a cohesive experience across all platforms. Mobile search has become more than a third of all web searches and rapidly expanding its reach, as reported by CNet.com and Business Insider.

RE-DO IT YOURSELF BLOGThe Re-Do It Yourself blog on the Glidden site encourages Passive Admirers to create with Glidden. It utilizes projects from Glidden Social Interns who will blog regularly and guest bloggers from our blogger outreach efforts. Blog content will include simple step-by-step Re-Do It Yourself guides and customer spotlights. Sharing widgets and blog content featured on the Re-Do It Yourself Pinterest page, Facebook page, Twitter account, and e-newsletters will facilitate backlinking and increase our organic search rankings.

14

/ INTERACTIVE

GLIDDEN PAGE AT WALMARTThe Glidden page on Walmart.com will extend the Re-Do It Yourself campaign to the online Walmart shopper. This branded page will emphasize Glidden’s close partnership to Walmart and add glitz to the current paint online shopping experience. Features on the brand page include easy-to-follow tutorials, seasonal project ideas, and an Instagram feed that spotlights Passive Admirers’ projects.

PAID SEARCHFor Glidden to reposition itself correctly, it must show up in search results when our target is looking for projects. Search is an effective way to capture these Passive Admirers and get them interested in Glidden products and content. These are consumers who typically would not come across Glidden and do not realize that they can just go grab paint from Walmart for their projects.

KEYWORDAVERAGE POSITION

AVERAGE CPC CLICKS CTR COST ($) IMPRESSIONS

PAINTINGIDEAS

PAINTINGFURNITURE

PAINTINGWOOD

FURNITURE

DRYPAINTING

PAINTINGKITCHENCABINETS

PAINTINGTIPS

PAINTYOUR ROOM

1

1

1

1

1

1

1

3.41

3.72

3.27

1.79

6.49

2.77

4.75

6851.05

1562.2

730

69.35

12326.05

3620.8

2927.3

3.1%

3.5%

4%

2.7%

3.2%

4.2%

4.2%

23,374.6

5,818.1

2,390.75

1,24.1

80,015.3

10,008.3

13,895.55

223,380

44,895

18,250

2,190

387,265

86,870

70,445

/ EXECUTION

15

/ DIGITAL MEDIA

PANDORA / SPOTIFY ADOur non-traditional radio spots for Pandora and Spotify will speak directly to younger Passive Admirers like Meagan by empathizing with them about DIY projects gone wrong. The spot uses this all-too-familiar feeling of disappointment to showcase Glidden Brilliance Collection as the solution to a better project experience. This better experience is more than attainable—it’s guaranteed, even if painting a masterpiece on their toenails is not.

+ SFX: Soft, upbeat indie rock+ ANNCR: Dear Weekend Pinterest Craft-epreneurs, there are some things you probably shouldn’t do yourself. Like baking a five-layer red velvet that rivals the folks on Cake Boss or trying to paint the Sistine Chapel on your toenails. But with Glidden Re-Do It Yourself kits from Walmart, you can turn that old bookshelf you found into a masterpiece worth pinning—and have a great time doing it.

MOM: “Remember, honey, I’m only a few minutes away.” DAUGHTER: “Yeah, mom.”FRAME: Split screen

FRAME: Split screen ANNCR: “Re-Do It Yourself with Glidden.Available at Walmart.”

FRAME: Split Screen

AUDIO: Upbeatindie rock throughout

FRAME: Medium shot

FRAME: Medium shot

SFX: Slow zoom on picture as daughter exits the room

FRAME: Split screen MOM: “I love you.”DAUGHTER: “I love you too, mom.”FRAME: Wide shot

Young woman packs up things to move out of her parents’ house and into her first dorm room

Young woman exits room, leaving be-hind her old desk and framed photo of her and her mother

Young woman hugs her mom before leav-ing for college. The frame splits into two separate narratives, with the daughter on the left and mother on the right.

DAUGHTER: Un-packs her things in dorm room, re-alizes she forgot photoMOM: Goes to Walmart to buy ReDIY kit

DAUGHTER: Drives home to get photoMOM: Paints daughter’s old desk to use daughter’s old room as an office

DAUGHTER: Enters her old room, sees mom sitting at painted desk with picture on itMOM: Stands up, picks up photo and hugs daughter

ART CARD: Side-by-side shot of desk before and after with ReDIY stamp, Glidden logo and Walmart logo

ONLINE VIDEO ADIn this spot, a daughter moves away from home and into a dorm room. This impact moment motivates the mom to give an old desk a makeover her newly-available office - her daughter’s old room. By targeting viewers of user-generated DIY tutorials on YouTube, we will create top-of-mind awareness as Passive Admirers explore the possibility of starting a new Re-Do It Yourself project. Emphasizing Glidden’s accessibility and ease-of-use, these spots will reaffirm Glidden as our target’s first choice of paint products that will enable them to get the job done.

16

/ PROMOTIONS: EVENT

/ EXECUTION

On May 1, 2014, the Glidden Team* will take to the streets of Columbus, Ohio; San Diego, California; and Miami, Florida, to find and interact with Passive Admirers. We chose these cities to reach all types of our target.

The Glidden Team will supply everything passersby need for the project and then some: Glidden Paint, paint brushes, and promotional materials such as branded T-shirts and Glidden at Walmart project card coupons.

While the Passive Admirers redo the local projects, the Glidden Team will interview them about the ease of using Glidden, the fun of painting, and how else they’ll be using paint that summer. Video crews provided by Glidden will capture these interviews and the buzz these projects create in the community.

The result? Lasting, public Glidden touchpoints, a personal impression on countless Passive Admirers, and promotional footage for a video that will kick off the upcoming Bland to Grand Contest with a bang and a buzz.

OLD TO BOLDPassive Admirers are distracted. The Old to Bold Series is a set of guerilla events that will grab their full attention and show them how easy it can be to redo it themselves Before the events begin, the Glidden Team will find public structures in their areas that are in need of a serious redo. These structures will extend the campaign’s small-project focus—picnic tables, park benches, a boardwalk railing, etc.—and will stay in the community long after the team has left.

* THE GLIDDEN TEAM

+ The Glidden Team will consist of Glidden Social Interns accompanied by Glidden brand experts. + The Glidden Social Internship is an excellent summer internship for college students studying marketing, communication, or a similar discipline.+ Social Interns will be responsible for hosting the Old to Bold series and creating social media content throughout the summer.

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/ PROMOTIONS: SOCIAL MEDIA

BLAND TO GRAND CONTESTThe Bland to Grand Contest will motivate Passive Admirers to follow through projects and share them in a competition to see who re-did it best.

THE PROCESS

+ It’ll be up to individual Passive Admirers to decide what they redo.+ Passive Admirers will take before and after photos of their projects.+ They will enter the contest by using an interactive interface on the Re-Do It Yourself content section or Glidden Facebook page to stitch their photos into a single, half-and-half photo, which will become their official contest entry. The Re-Do It Yourself stamp will be added to the corner of each entry. + Entry photos will be hosted in two locations—the Glidden Facebook page and the Re-Do It Yourself content section. Voters will be required to like the Glidden Facebook page before they can vote for entries hosted on Facebook or provide their e-mail addresses before they can vote on the Re-Do It Yourself content section.+ The content section entries will be displayed alongside buttons to share directly to Facebook, Twitter, Pinterest, and Instagram, which will keep count of each share. + The entries with the most total shares and likes win!

THE PRIZES

Prizes will be awarded at the end of each week and month, with one Grand Prize winner at the end of the summer. Glidden will also maintain a Facebook album and Pinterest board where we will post the winning entries. Prizes will be as follows:

+ Weekly: A fully stocked Glidden Re-Do It Yourself Kit from Walmart+ Monthly: $100 gift card to Walmart with Glidden branding+ Grand Prize: $5,000 oversized check and a year’s supply of paint

Voters who provide their email addresses will also be entered in a sweepstakes to win a $1,000 gift card to Walmart with Glidden branding.

EMAIL NEWSLETTERBoth contestants and voters will be required to sign up for the Re-Do It Yourself e-newsletter in order to enter or vote in the Bland to Grand Contest. Regular e-mails will position Glidden as a top-of-mind brand, and the e-newsletter will feature Passive Admirer spotlights and seasonal project inspiration. This email database will also allow us to reach our customers throughout the calendar year. According to eMarketer, “ Of those who received newsletters, about half checked them once a day.”

SOCIAL MEDIA STRATEGYAll social media will push out relevant, unique content to each platform’s audience. When possible, we will always tag #ReDIY and use our split visual in major design elements.

TWITTER & VINE

These platforms are built for short, informative content. Glidden will include brief tutorial vines, fun facts, and relevant trends. Both platforms will be used at all events. We will also actively monitor tags like #painting, #retro, and #redesign.

+ four tweets, one retweet, and one @ every day or more+ two vines each week or more

FACEBOOK & INSTAGRAM

Posts will focus on generating creative conversations about style, design, projects, color trends, and how our target can easily add them to their home.

+ at least two facebook posts with pictures, with one that poses a question, every day+ at least three daily Instagram posts before the contest and

five per day after the contest

PINTEREST

Boards will consist of both original and re-pinned content that emphasizes simple proj-ects. Project pins will be categorized into boards by type of room or furniture. Examples include Divine Desks and Bold Bathrooms.

+ one uploaded pin and two re-pins every day+ Glidden will create vines of every project we make and actively share other vines that focus on creative projects.

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MEDIA PLAN /

/ BUDGET BREAKDOWN

We chose to use our budget with a strong emphasis on our highly targeted options. Placing almost half of our budget, $4.68 million, in-store will allow us to reach Passive Admirers, when they are only aisles away from our product. These tactics will overcome barriers in the exploration and decision stages of our consumer journey.

Secondly, effort is working on empowering our consumers who may need a bigger push to get them into the paint aisle. We will reach them through interactive targeted ads, $4.04 million. We will drive them from reflection to exploration by reminding them that a simple coat of paint can make a big difference.

Thirdly, we want to engage with people on a participatory. This can mean participation in an event, liking the brand or watching a video tutorials. Interactive and PR will make up $1.3 million which will create more in-depth experiences for customers to drive past a first-time purchase and into a state of customer loyalty.

The following are our total impressions for each category:

+ In-Store: 480 million impressions+ Digital Media: 348 million impressions+ Interactive 15.5 million impressions+ Promotions: 9 million impressions

/ EXECUTION

Digital Media 40%

In-Store 47%

Interactive 8%Promotions 5%

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/ MEDIA PLAN

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/ CAMPAIGN EVALUATIONContinual evaluation is essential to the campaign’s success. Campaign metrics will allow for campaign optimization. Included in every bimonthly report will be information from our concept research team will conduct a series of national focus groups and phone interviews in order to gain an understanding of Passive Admirers’ awareness, in-store performance, and online interactions to the Re-Do It Yourself campaign. This information will help us adapt the campaign to constantly changing consumer needs and increase spend in the most effective portions of our campaign.

We will carefully watch the following key performance indicators:

AWARENESS

+ Qualitative research to measure Passive Admirers’ association of Glidden with Re-Do It Yourself, Walmart, and small painting projects

IN-STORE PERFORMANCE

+ Glidden paint sales at Walmart, with an additional measurement of paint alongside decor purchases+ Amount of Re-Do It Yourself project cards taken and Re-Do It Yourself Kits taken by customers

ONLINE INTERACTIONS

+ Unique visits and referral traffic to Glidden.com/ReDIY which will show the effectiveness of our campaign as a whole and the individual elements driving to the website such as our social efforts, paid search and digital media+ Consumer engagement levels on social media with a focus on Re-Do It Yourself Content

Based on the results of our key performance indicators, we will consider for the future:

+ Launching Re-Do It Yourself in-store materials on a national level+ Expanding digital media targets to the national level

/ EVALUATION

Mintel, MRI+ MediaMark Reporter, Simmons OneView, SRDS, Factiva Company Profiles, Consumer Reports, Nielsen, eMarketer, Forbes, IBISWorld Industry Reports

RE-DO IT YOURSELF

WITH GLIDDEN

RE-DO IT YOURSELF

WITH GLIDDEN

“CONCEPT TESTING

We conducted concept testing to ensure that our campaign and tactics resonate with Passive Admirers. Our research confirmed our applications of the following primary research finding: Passive Admirers are intimidated by big home improvement and painting projects but really do want to find ways to personalize and refresh their space. Our campaign made Passive Admirers inspired and excited for small projects.

On Re-Do It Yourself Kits:

“Oh yeah, I would definitely throw it all in the box!”

“I’m a sucker for kits!”

“If I bought all of that stuff I would be more inclined to actually do the project.”

On the entire campaign:

“Honestly, the thing that most inspired me was the swatches with the two pic-tures, with the crib and the chair, because it made it less intimidating to paint a chair and brighten up a space instead of having to paint an entire room.””“ ”

/ KEY SOURCESRE-DO IT YOURSELF

WITH GLIDDEN