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Sherwin-Williams | Mike Mango

Sherwin-Williams Chip it!

Challenge

Sherwin-Williams current customer was over 50. They were looking to attract a younger, more digital savvy customer, let’s call them Millennials.

Insight

Millennials love Pinterest and the ability to pin photos. The paint category lacked innovation and a way to connect with Millennials.

Solution

Chip it! The world’s first online tool that allows users to transform any online photo into a Sherwin-Williams color palette

Media: Digital integrations, influencer/bloggers, print integrations, social, interactive video

We used media to help educate and train consumers on how to use the tool. We placed Chip it! Buttons next to social shares on the top design/mom/DIY blogs. We worked with influencers to create before and after paint projects using the benefits of the tools. Also, instead of a traditional digital videos, we worked with Tremor Media to produce interactive videos that allowed users to create their own personalized video using Chip it!

Results

Over 1M+ “Chips” created, while lowering Sherwin-Williams average customer age by 3 years.