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Brief
- The overarching brief was to transform the Dulux brand equity into real value for consumers.
- Of the three key value areas: price, product and service, the digital activity for 2011 focuses on service.
- Service is brought to life through Dulux Let’s Colour Studio. The experts at Dulux have created a portfolio of tools and services that advise on colour, design and decorating needs and helps consumers create their perfect scheme.
- The more specific objective for social media is to create and engage the Dulux audience in meaningful conversations around adding colour to their lives.
Strategy
The key insight that led to this year's exciting campaign was the need to "lock consumers in" to Dulux paint colours before they go into a DIY store. Once in store, competition is fierce and pricing strategy can greatly affect the consumers buying decision.
The interactivity offered by digital allows Dulux to genuinely help consumers through their decorating journey and visualise paint colours in any room, helping them to make a buying decision before they go to store and reduces competitive threats.
By committing to such a different, digitally-focused campaign, Dulux are once again showing the market that they are not just the leading paint brand, but also lead innovation in the sector to stay at the cutting edge.
As part of the broader campaign, we planned to use Facebook to engage potential consumers where they naturally spend the most time online, with interesting and useful content, to increase brand consideration.
Creating a Dulux voice allows us to leverage existing Dulux assets within a social environment, and ‘meet’ consumers right at the point where they need inspiration, advice, and social involvement.
Execution
Facebook is the key social platform for Dulux (although there is also a branded Youtube page) as:
a. It allows scale of reach to our target audience (nearly 6.5m users in the target demo are on the site)
b. It offers long dwell times at 14 mins on average per visit; which offers an opportunity for brands, in that generally, the higher the interaction time with a brand, the higher the likelihood of brand metrics increasing.
The page focuses on conversation starters around the below areas, and is managed using a detailed conversation calendar which allows content to be managed in a resource-light manner:
- Announcing – e.g. of events, and PR activations
- Sharing – asking for user input, e.g. photos of their homes, their designs etc
- Advising – giving expert advice from the Dulux Colour team. Chatting to consumers about new colour trends and current decorating fashion.
- Supporting – congratulating people on a job well done
The Facebook activity is part of a wider campaign including a fully integrated media plan featuring; TV ads and sponsorship, press, digital display and partnerships. Coupled with experiential activity at both the Ideal Home Show and Grand Designs, where live updates help us to bring the shows to our Facebook audience in real time.
Results
Although only a couple of months old, and with a light-weight Facebook ad spend, the page has over 17,000 Likes.
The community ask questions of Dulux, allowing us to showcase and communicate the quality and depth of service offered by the Dulux Design Service.
The page also serves as a social meeting point for all other media, – e.g. homepage takeovers and TV ad, all directing people to Facebook..
And most importantly, Facebook provides on an ongoing basis, a strong understanding of the Dulux customer, what they like, don’t like and want more of; enabling us to continue to provide the best service and products going forward; keeping us ahead of the pack.
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