How did we increase consumers’ loyalty to the Crown Paints brand?
Research revealed a strong tendency for shoppers to skip between various brands along the journey to purchase, often making the switch when presented with competitor products at point of sale. We also spotted the opportunity to harness consumers’ increasing desire to personalise their homes, creating a meaningful mission for the brand.
Redefine the role that Crown Paint plays in people’s lives with the rallying cry ‘It’s not just paint. It’s personal.’ At the centre of our campaign sat the Your Own Collection microsite which allowed users to generate a colour palette which was customised according to their personality.
The shoppable, sharable swatch cards drove footfall into stores whilst decreasing the likelihood of a last minute switch of brand. Brand messaging across Press, TV and Digital Display supported the campaign while apps and content on social channels encouraged consumers to engage with the new positioning.
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