valspar case palm havas
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Valspar: Putting Digital At The Heart Of A Brand Launch
Version 5.0
Set out to create a consumer desired brand of paint available only at Lowe’s
Two People Involved
“I want my room to be….
…Relaxing …Tranquil
…Energizing …Peaceful
…Warm …Comforting”
“I want to be proud of a job well done …something I can show to my family and friends”
A Beautiful Home A Beautiful Job Real anxiety over performance and beauty
A Paint Brand That Understands My Needs
High Performance Beauty
Beauty And Durability Only Nature Can Rival.
TV
NOV DEC JAN FEB MAR APR MAY JUN JULY AUG SEPT OCT
Aw
are
ness TV Brand Awareness
PRINT Brand Awareness
Eng
ag
em
en
t
ONLINE Brand Interaction
EXPERIENTIAL USTA
PR Brand Launch News Brand & USTA News
WEB Worldclass Site – the Ultimate Brand “touchpoint”
INSTORE Educating Paint Buyers & Differentiating Valspar vs. Signature Colors
EMPLOYEES Educate on Brand Launch
Tier 1 Craftsman Tier 1 Valspar WebsiteTier 1 Living Room Color Tier 1 ValsparTier 1 Off-line Media Tier 1 MisspellingsTier 1 Victorian Tier 2 BrandTier 1 Historic Tier 2 American TraditionsTier 1 Kitchen Color Tier 2 Top Interior PaintTier 1 Interior Color Tier 2 VirtualTier 1 Bedroom Color Tier 2 Signature PaintTier 2 Bathroom Color Tier 2 Online PainterTier 2 Tudor Tier 3 Top Wall paintTier 2 House Paint Tier 3 Top PaintTier 2 Kitchen Tier 3 Top Semi-GlossTier 2 Exterior Color Tier 3 Interior PaintTier 2 Paint Color Tier 3 Exterior PaintTier 2 Bedroom Tier 3 Paint StoreTier 2 Choose Color Tier 4 RetailTier 3 Dining Room Tier 4 Paint ManufacturerTier 3 Living Room Tier 4 DuramaxTier 3 Brand Awareness Tier 4 Tips/ TechniquesTier 3 Interior Design Tier 4 How toTier 3 Home Office Tier 4 Mold/ MildewTier 3 Interior Paint Tier 5 CostTier 3 Exterior Paint Tier 5 PrimerTier 3 Sun Room Tier 5 Paint ToolTier 4 Home/ HouseTier 4 Bathroom NEW BrandTier 4 Federal Greek NEW Faux Paint/ TipsTier 4 Decorating NEW How to ColorTier 4 Paint Pictures NEW Valspar ProductsTier 4 Paint DetailsTier 4 ContemporaryTier 5 TraditionalTier 5 Cape CodTier 5 RusticTier 5 CeilingTier 5 Paint TypesTier 5 Colonial RevivalTier 5 Theater PaintTier 5 Sitting RoomColorBlog BeehiveColorBlog ColorColorBlog Color BuzzColorBlog Decoration/ DesignColorBlog InspirationColorBlog PaintColorBlog SeasonalColorBlog Valspar Blog
NEW ChildNEW Paint Samples
Aircover MODTier 1 Craftsman Tier 1 Valspar WebsiteTier 1 Living Room Color Tier 1 ValsparTier 1 Off-line Media Tier 1 MisspellingsTier 1 Victorian Tier 2 BrandTier 1 Historic Tier 2 American TraditionsTier 1 Kitchen Color Tier 2 Top Interior PaintTier 1 Interior Color Tier 2 VirtualTier 1 Bedroom Color Tier 2 Signature PaintTier 2 Bathroom Color Tier 2 Online PainterTier 2 Tudor Tier 3 Top Wall paintTier 2 House Paint Tier 3 Top PaintTier 2 Kitchen Tier 3 Top Semi-GlossTier 2 Exterior Color Tier 3 Interior PaintTier 2 Paint Color Tier 3 Exterior PaintTier 2 Bedroom Tier 3 Paint StoreTier 2 Choose Color Tier 4 RetailTier 3 Dining Room Tier 4 Paint ManufacturerTier 3 Living Room Tier 4 DuramaxTier 3 Brand Awareness Tier 4 Tips/ TechniquesTier 3 Interior Design Tier 4 How toTier 3 Home Office Tier 4 Mold/ MildewTier 3 Interior Paint Tier 5 CostTier 3 Exterior Paint Tier 5 PrimerTier 3 Sun Room Tier 5 Paint ToolTier 4 Home/ HouseTier 4 Bathroom NEW BrandTier 4 Federal Greek NEW Faux Paint/ TipsTier 4 Decorating NEW How to ColorTier 4 Paint Pictures NEW Valspar ProductsTier 4 Paint DetailsTier 4 ContemporaryTier 5 TraditionalTier 5 Cape CodTier 5 RusticTier 5 CeilingTier 5 Paint TypesTier 5 Colonial RevivalTier 5 Theater PaintTier 5 Sitting RoomColorBlog BeehiveColorBlog ColorColorBlog Color BuzzColorBlog Decoration/ DesignColorBlog InspirationColorBlog PaintColorBlog SeasonalColorBlog Valspar Blog
NEW ChildNEW Paint Samples
Aircover MOD
48 Air Cover Ad Groups & 28 MOD Ad Groups
Over 13,000 keywords in the Air Cover Ad Group
Over 3,000 keywords in the MOD Ad Group
Approximately 17,000 keywords in the campaign
48 Air Cover Ad Groups & 28 MOD Ad Groups
Over 13,000 keywords in the Air Cover Ad Group
Over 3,000 keywords in the MOD Ad Group
Approximately 17,000 keywords in the campaign
wareness Digital
The Fastest Growing DIY Brand In America
In the last year, overall awareness
grew 31% while unaided
awareness grew 150% After two years, reputation scores are
on par with Behr, Sherwin Williams, and Benjamin Moore
Market share grew 35% last year