How do you increase paint sales by convincing Canadians that redecorating can be easy and affordable?
Everyone can afford to have a beautiful home
The biggest barriers to redecorating are cost and time. So we set out to prove to Canadians that, with CIL paint and primer, that doesn’t have to be the case. With our “Beauty on a Small Budget” campaign, we wanted to demonstrate that a little paint can make a big difference in consumers’ homes. We filmed a playful miniature room makeover, created online tips and tools for consumers, and issued a social media challenge to show Canadians that redecorating can be simple, stress-free and affordable.
Paint sales saw a 23% dollar increase and a 26.8% volume increase
Our campaign more than doubled sales targets at the start of the program. Thanks to the 7.6 million hits for the CIL makeover video, and 25 million media impressions from over 100 contest entries, CIL also outperformed its competitors in social media activity. All of this helped increase CIL’s design credibility, boost consumer awareness, and sell more paint.