1

inspiration
consideration
buying paint
painting
2 Research & Planning
3 Research Methods
4 Target Market
6 Positioning & Strategy
7 Media Strategy
8 Creative
17 Flow Chart
18 Placement & Budget
19 Measures of Success
20 Acknowledgements
"Glidden Gets You Going"
Since 1875, Glidden has helped customers move forward in paint projects, big
and small. Glidden has established a reputation as a company that offers its
customers easy and refreshing ways to bring color into their lives. But in todays
world, economic uncertainty has left little space for creativity. Balancing both
time and a budget has put painting projects near the bottom of peoples to-do
lists. Much like Glidden, Walmart has become the frst stop on any price-savvy
shoppers to-do list with a simple promise to its customers: Save Money. Live
Better. Research has shown us that Walmart meets the needs of its shoppers, who
look for bargain prices in all their purchases, without any gimmicks. Our campaign
aligns Glidden with that promise and shows our demographic that with the right
tools and some inspiration, small-scale DIY projects can have a big impact.
We want Glidden and Walmart to work together in our campaign to let
consumers know: A little color goes a long way; coloring your world has never
been so easy.
With surprising executions that highlight the Brilliance Collections affordability
and ease, we bring Glidden and Walmart together in a way that meaningfully
reaches consumers, ultimately giving them the confdence to do it themselves
and bring painting from the bottom of their to-do lists, to the very top.
EXECUTIVE SUMMARY
2
We discovered how to position the Glidden Brilliance Collection at Walmart as a brand
that allows everyday non-painters to experience color in an easy and affordable way.
Our insight-generated
campaign will:
Develop innovative ways to
market Glidden Brilliance
at Walmart 1
Promote the strengths that
lay at the intersection of
the Glidden and Walmart
brand identities
2
Leverage Glidden Brilliances
balance of high quality and
affordability 3
This will allow us to:
Close the awareness gap
among shoppers who may not
know Walmart is a practical and
accessible DIY paint carrier
1
Encourage our demographic
to tackle small DIY projects
2
Drive an increase in sales for
Glidden Brilliance at Walmart
3
Over a fve-month
period, we set out to:
Understand the process
consumers go through to
consider and purchase paint 1
Uncover the sources that
inspire Simple Solution
DIYers to take on projects 2
Determine the strengths of
Walmart as a retailer and
Glidden as a brand 3
Identify the types of
executions that trigger the
best response from our
demographic
4
RESEARCH & PLANNING
3
We used various research methods to
gain insight into how Simple Solution
DIYers engage in the paint project
cycle. With our fndings, we developed
a campaign that addresses the lifestyles
and needs of each segment while
staying true to both the Glidden and
Walmart brands.
Primary
Creative
Secondary
Shadowing
Accompanied paint shoppers while Walmart employees guided them
through the paint process.
Did it Ourselves
Took DIY classes to understand the project cycle from start to fnish.
Phoning In
Called Walmart stores around the nation to make sure that our
primary research fndings were consistent in all states.
Hangouts
Conducted Google hangout focus groups with each segment to test
our creative strategy.
DIY Exhibit
Hosted an interactive small scale DIY gallery and asked participants if
they would consider doing various projects.
Man on the Street
Performed 254 interviews at
Walmarts, home improvement
stores and Glidden Professional
Centers to gain insights on our
demographics paint buying
habits and their perception of
Glidden.
Surveys
Surveyed 4,814 respondents
online and in Walmarts to
understand how each segment
experiences the paint cycle and
the Glidden Brilliance Collection.
Professional
Interviewed employees at
Walmarts, Glidden Professional
Centers and Michaels to assess
fuctuations and trends in sales,
store features and customer
projects.
Forums
Analyzed articles and reports
from major publications to
pinpoint key shopping trends
and personal characteristics of
the target demographic, as well
as to establish performance
goals for the campaign.
Blogs
Examined online forums and
product reviews to understand
consumer experiences with
Glidden Brilliance compared to
other Walmart-specifc paint
brands.
Publications
Followed DIY bloggers on
Pinterest, Tumblr and Etsy
to identify their inspirations
and strengths for potential
partnerships and placement
opportunities.
RESEARCH METHODS
4
Current Walmart paint shoppers enjoy painting but
are not experienced DIYers. They make family-focused
purchases and appreciate Walmart for its great prices,
one-stop-shop convenience and familiarity. In order to
increase paint sales for this demographic, our campaign
must show that Glidden Brilliance is simple, affordable
and benefcial for the whole household.
These sources include multiple social media...
SEGMENT 2
Family Oriented Realists
SEGMENT 1
Social Expressors
...and are effective because....
advocate brands they have had
positive experiences with
comment on social media
vent on social media after a bad
experience
reciprocate reviews by posting
their own critiques
Female millennials shop for products that refect
their individual identities. They value peers and
social media reviews over traditional advertising.
As a result, our campagin must use non-traditional
mediums to encourage and connect with female millennials.
If I dont like a brand,
Im vocal about it.
They consult an average of six
sources before making a purchase
report buying brands
that refect their style
or personality
report craving
customized products
subscribe to YouTube
channels that refect
personalized interests
i.e. StyleHaul and
BeautySplurge have over
200,000 subscribers
Low prices matter
a lot to me when Im
deciding between brands.
I wouldnt mind
doing a DIY project to
save money if I had
clear instructions.
Focus on Family
90% 97%
of low income families
indicated that they
enjoy doing things
together and have clear
family values that guide
their behavior
of low income
families say they
can depend
on each other
TARGET MARKET
5
$
Baby boomers are facing increasing responsibility to
take care of both their parents and children. These
Walmart Home shoppers value deals much more than
they have in the past, but are unwilling to compromise on
quality. They are taking on a more active lifestyle than
previous generations and integrate the internet into their
shopping habits through e-commerce and research.
Our campaign must show that Glidden Brilliance is offered at
the best price for a level of quality baby boomers can trust.
Savvy Opportunists
how much low income
households spend
of their incomes on
necessities
of households with
children will switch to
another brand if they
can gain a better value
I tend to stick with
brands I know but
would switch if I found
a better product.
Low Income & Budgeting
of Baby Boomers use social networking sites
of Baby Boomers use the internet for
DIY projects
of Baby Boomers use smartphones
of older adults were
loyal to a store if the
store provided them
with extra convenience
of Walmart exclusive
shoppers are more
likely to fall in the baby
boomer age
In 2012,
15 percent
fnancially
supported
both their
children
and parents
percentage of
women and men
who regularly
spend time
improving their
houses and
performing
household-
related activities
SEGMENT 3
I like shopping
in bulk when I can.
TARGET MARKET
6
A LITTLE COLOR GOES A LONG WAY;
COLORING YOUR WORLD HAS NEVER BEEN SO EASY
Ease and Impact
Inspiration
The Solution
The Objective
The Disconnect
Increase in sales of the
Glidden Brilliance Collection
Increase awareness and
consideration of the Glidden
Brilliance Collection at Walmart
Glidden
-Bold and inexpensive

Walmart
- Straightforward and positive
- Unexpected
- Lighthearted
- Lively
- Glidden provides an affordable, quality
product through the Brilliance Collection

- Walmart is quick, easy and accessible,
making it a one-stop shop that meets all
of our demographics painting needs
BRAND PERSONALITY TONE REASON TO BELIEVE
1. The Social Expressors need guidance and
support in their paint purchases and need to
be shown that painting can be an expression
of themselves
2.The Family Oriented Realists need to
know that small DIY projects can be both
impactful and hassle-free
3. The Savvy Opportunists need to be
assured that there is no trade-off in
switching to Glidden paint
The Big Idea
POSITIONING & STRATEGY
7
The ability for social media and point of
sale advertisement to precisely target
Simple Solution DIYers is instrumental
in establishing an effective campaign
that will target both the digitally savvy
DIYers and our more traditionally oriented
demographic. In developing
Main Media Objectives The Strategy
Geography Media Selection
Generate awareness and increase the number of Simple
Solution DIYers buying Glidden Brilliance.
1
Target the markets in which we have found signifcant
concentrations of both our target demographic and
Walmart stores.
2
Create a campaign that is an extension of the Glidden
and Walmart brand, consistent with Gliddens current
brand personality.
3
PAID
Any media we pay for. This refers to the
majority of our digital advertising, such
as rich media on Hulu and Youtube; and
our traditional advertising, such as the
print advertisement and our commercial.
OWNED
Any media that is Glidden or Gildden at
Walmart property. This includes all in-store
executions, along with any digital platforms
owned by Glidden.
EARNED
Any media that requires an audience to make the clear choice to
interact with a brand. Many of our digital executions, along with all
guerrilla marketing, fall under the umbrella of earned media.
Objective
Direct our campaign to make the
greatest impact on areas with high
concentrations of our target
demographic.
Objective
Use online/digital and in-store executions
to initiate brand awareness and preserve it
throughout the campaign.
Methods
Place stunts, guerilla executions and
other earned media throughout
the Simple Solution DIYer markets
to reinforce relationships obtained
through paid media executions and
social media.
Methods
Continuously surround targeted segments
with a social media and in-store presence,
while spreading more costly paid media
and guerilla executions throughout the fve
month campaign to maintain excitement for
the brand.
Timing
Objective
Coordinate the implementation of our executions in order to
maintain a strong in-store and online/digital presence for the
duration of our campaign.
Methods
Match our social media pulses to the guerilla executions
throughout the fve months, generating hype for the brand by
publicizing large events. In-store executions will run continuously
for the entire campaign, with some rotating throughout
different stores to accommodate our budget constraints and
to increase the number of impressions. July and August are the
peak paint buying months, and we will concentrate most of our
executions during that two month span.
our media strategy, we focus on making
our executions mutually reinforcing to
take advantage of the combined effects
of our media mix. Our placement thus
refects the most effective way to interact
with our current and potential customers.
MEDIA STRATEGY
8
Deliverables
The print ad will incorporate a scratcher-
style game and feature a room
decorated with a variety of bland, small
DIY projects. The dull appearance of the
projects will prompt people to scratch
off the top layers, revealing the fresh
new color underneath.
Substantiation
This interactive print ad remains
consistent with the pop of color
concept of our campaign. The
unexpected color underneath will
motivate Walmart customers to
consider starting new DIY projects by
repainting old elements of their home.
Scratch-n-paint
A Touch of Color
Deliverables
This commercial will highlight the ease
and affordability of completing DIY
projects with the Glidden Brilliance
Collection. As a young woman makes
paint purchases at Walmart, her
husband watches their home come to
life with color. Startled, he discovers
his wife completing paint projects
all around their home, having been
inspired by her experience at Walmart.

Substantiation
Potential DIYers are often discouraged
by the costs associated with painting
projects. By aligning the Glidden
Brilliance Collection with Walmarts
low prices and convenience, our
commercial will encourage our target
demographic to take on the painting
projects that bring color into their
homes and lives.
Glidden Gets You Going.
CREATIVE
9
Drop of Color
Substantiation
These dividers will allow every Walmart customer to interact
with Glidden Brilliance paint chips in a meaningful and
inspirational way. Additionally, these dividers will enhance our
demographics confdence by allowing them to visualize how
various DIY projects can impact a room.
Deliverables
Checkout dividers will display an image of a room flled with
transparent outlines of furniture. Customers can insert Glidden
Brilliance paint chips, located at checkout, into the divider
displays to transform these objects into painted DIY projects.
Additionally, customers will have the option of taking these paint
chips home with them.
Deliverables
Customers will be given a
customized reusable bag
with the purchase of a gallon
of Glidden Brilliance paint.
When they return to Walmart
and present this bag, they
will receive 5% off their
Glidden Brilliance purchase.
Substantiation
These practical bags resonate
with the Walmart consumer
by demonstrating that Glidden
cares about quality and detail.
The design is innovative and
unexpected, sparking curiosity
in other shoppers. Furthermore,
the bags discount incentivizes
returning to Walmart to
purchase another can of
Glidden Brilliance paint.
Deliverables
Each Glidden Brilliance paint
stir stick will have designated
marks that show the amount
of paint needed to complete
specifc small-scale DIY
projects.
Substantiation
The Glidden Brilliance paint
stir sticks will address our
demographics inexperience
with small DIY projects. They
will alleviate DIY shoppers
concern over the amount
of paint required for their
projects.
Reduce. Reuse.
Recolor. Levels of
Inspiration
CREATIVE
10
Leave an Impression
Customized sleeves painted with the Brilliance Collection will be placed over antitheft sensors at
entrances and exits of Walmart stores, reading Painted with Glidden.
Deliverables
Because Walmart
shoppers tend to
leave the store
with more than
they initially plan
on buying, we
seek to inspire
current and future
purchases as they
enter and exit
Walmart stores.
Substantiation
DIY Central
Island displays located in the Walmart paint section will
include four different surfaces: wood, drywall, ceramic and
glass. Each surface will be prepainted with a bold color from
the Glidden Brilliance Collection with the specifc products
necessary to best paint the appropriate surface.
Deliverables
Putting potential DIY surfaces on display and showcasing how
few materials are needed to paint them will inspire our
demographic to begin their next project with Glidden Brilliance.
Substantiation
Betcha Noticed Me
Deliverables
Substantiation
Glidden will sponsor a select number of
brightly colored shopping carts at Walmart.
The carts will have side panels that look like
giant paint chips, each featuring an eye-
catching slogan, the Glidden logo and the
color code of the painted cart.
These shopping carts have the potential to
generate a high number of impressions
in-store and to spark immediate curiosity
in the Glidden brand.
CREATIVE
11
Deliverables
An end-of-aisle poster
of an unpainted DIY
project will prompt our
demographic to download
an augmented reality
application on their
smartphones. When
viewed through the app,
the project will appear in
a bright, new color. Each
time the shopper pans
away and returns to the
poster, the projects color
will change. Following two
color changes, four paint
cans will pop up, one of
which has a coupon for
Glidden Brilliance hidden
under it. The user will then
be able to use this app
at home, as it will include
a feature that allows this
process to be done with
real-life objects such as
desks or bedroom walls.
Substantiation
Our tech-savvy
demographic loves to
be at the forefront of
the latest trends. By
incorporating
the ease of
technology into the
Glidden Brilliance
Collection, this execution
will capture the shoppers
attention and raise
brand awareness. This
application will also
show potential DIYers
the effects color can
have in their own home,
motivating them to start
the DIY process with
colors from the Glidden
Brilliance Collection.
Deliverables
Printed ads placed in-
store and near public
transportation stops
compare the time spent
waiting for transportation
or shopping to the time it
would take to complete
a small DIY project. The
outdoor ads will also
indicate the distance to
the nearest Walmart.
Substantiation
Ads placed both near
public transportation
and in-store will easily
reach our demographic
Deliverables
From each augmented
reality poster, customers
can follow footprint
foor stickers that lead
to Walmarts paint aisle.
While following this
path, customers will see
department signs with
stickers that appear as if
actual paint is dripping
off the edges, with paint
puddle stickers located
directly below. The
footprint foor stickers
leading to the paint
section will then run
through these puddles
and remind them that
DIY projects are simple
enough to ft into their
everyday life. With the
distance to the nearest
Look At Me Now
Caution: Wet Paint Seize the Paint
Walmart provided, the ad
will drive consumers to the
store for a purchase.
and combine to form new
colors along the way.
Substantiation
Beyond directing
customers to the
paint aisle, the colored
footprints refect the
frst steps to taking on
a DIY project. These
physical steps, along with
the vibrant and playful
department signs, have
the potential to captivate
all segments of our
demographic and trigger
their interest in exploring
Walmarts paint section.
Snacks
CREATIVE
12
The Welcome Screen
The current My Colortopia site
will be revamped, creating a
new resource for a wide range
of potential DIYers. While
loading the site, visitors are
presented with an image of
a door and various colored
buttons. When visitors click a
button, an animated DIYer will
paint the door that color, which
then opens up to reveal the
homepage.
The Homepage
The page consists of a colorful
banner that will display live tiles
of DIY projects from partner
bloggers and social media
account submissions. To the left
of it, the homepage will display
icons of unfnished DIY pieces.
When users click on one of
these icons, the Live Tile Banner
will update to display real-life
completed projects related to
that piece
Sub-Pages
Other pages will include video
tutorials, in-depth text tutorials
and a checklist-creating page
to keep track of materials
to purchase at Walmart. A
DIY forum will be created
and moderated by partner
bloggers. Users will also have the
opportunity to create a profle in
order to have a central location
to save their project inspirations,
favorite colors, and completed
projects.
Substantiation
The current My Colortopia
website overlaps heavily with
content on the Glidden.com
website, yet the inspirational
elements do not translate
into action. This new website
addresses the creative needs of
potential DIYers and provides
content for all stages of the DIY
process. Incorporating user-
submitted projects, forums and
social media will create and
sustain a community of DIYers.
This community will be driven to
produce their own projects using
suggested Walmart products.
Spotify
Spotify playlists on our
campaigns microsite will
highlight Glidden Brilliance
Colors. Each playlist will
correspond to a specifc mood,
with songs submitted by users.
Substantiation
Reaching out to our tech-savvy
demographic through Spotify
will build a connection with
users through a medium that is
relevant to them. These playlists
will also inspire potential DIYers
to express their identity through
their interpretation of Glidden
Brilliance colors.
mycolortopia.com
Roberto Vandoren
color extractor tutorials community supply list
My Colortopia
Glidden - _Humanity
mycolortopia.com
My Colortopia
The New My Colortopia
CREATIVE
13
Indigo Night
click anywhere to
match a Glidden color
Deliverables
Widget- Our web extension will go
beyond Glidden's current My Image
Inspiration photo uploader and allow
users to extract colors directly from
webpages. A Glidden widget placed
on toolbars will let potential DIYers
select colors and automatically
store them in project folders on
MyColortopia.com, matching them with
palettes from the Brilliance Collection.
App- This idea will be incorporated
into a smartphone application in
which users can upload pictures and
receive project recommendations.
The application will match the ratio
of colors in each picture to images
of potential DIY projects and the
Glidden Brilliance colors used to
complete them.

Substantiation
Making Glidden a part of our
demographic's online experience
gives users an easy and accessible
way to collect and store colors while
driving traffc to MyColortopia.
com. The mobile application will
prompt users to think of Glidden
when they see inspiring colors in
their everyday lives, increasing their
consideration of Glidden Brilliance
when completing DIY projects.
Deliverables
DIY websites, video streaming
websites and the Walmart
homepage will feature a banner
ad in which an animated character
is adding small pops of color onto
a room or outdoor setting. The
character will cross the screen and
exit through a door that prompts
users to enter the campaign
microsite.
Substantiation
By targeting video streaming and
DIY websites that our demographic
frequents, these eye-catching
animations will inspire users
to view Glidden Brilliance as a
solution to their DIY needs. In a
playful and unexpected way, the
character will direct viewers to the
campaign microsite or to the Home
Improvement section of Walmarts
website.
Painting The Way
Color Extractor
Paint While You Wait
Deliverables
Before watching videos on Hulu, an interactive
game will allow viewers to paint small projects with
Glidden Brilliance. Our target market will take on the
role of a DIYer and use a paint brush cursor to click
and color household objects.
Substantiation
Creating an interactive painting experience for
our demographic will inspire them to use Glidden
Brilliance in their homes. The game will portray
painting as a fun and productive activity, inspiring
confdence to add pops of color to small DIY
projects.
CREATIVE
14
The Glidden Perspective
Pin It Yourself
Color Your World
Deliverables
Video content on the
Vine application will
feature a variety of small
DIY projects painted in
Increase brand awareness with shareable
photos and videos that position Glidden
Brilliance as the best paint for simple
solution DIYers.
Appeal to our socially active
demographic by engaging with them
over multiple social media platforms with
content that inspires creativity.
Deliverables
Our Glidden Filter will
let users upload pictures
from their smartphones
and transform them using
colors from the Brilliance
collection. This addition to
Gliddens current mobile
application will allow users
to export and share their
photos to Instagram and
to their project folders on
MyColortopia.com
Deliverables
Glidden will have Pinterest
boards featuring specifc
rooms that showcase
simple DIY projects.
Boards will include content
generated by Glidden as
well as re-pins of projects
done by Pinterest users.
All branded content will
vibrant colors. Each video
will show the completion
of a DIY project followed
by different shots of that
project in various rooms.
The concluding shot will
Substantiation
By aligning potential
DIYers creativity with
the Glidden Brilliance
Collection, this execution
increases consideration for
our brand. The shareability
of users creations will
give the added beneft
of exposure on their
networks, increasing brand
awareness.
link directly to a YouTube
tutorial.
Substantiation
Because all three
demographics use
Pinterest for entertainment
and inspiration, Glidden
has the opportunity
to connect with our
demographic on their own
terms. This will also reach
Simple Solution DIYers
at the beginning of the
painting process through
YouTube tutorials that
guide them through the
project cycle.
show the Glidden Brilliance
paint can of the featured
color.
Substantiation
Use of this new application
targets female millennials
and demonstrates the
ease of bringing color
into their homes. The
viewers see that the same
DIY project can make a
bold statement in every
room. Showing viewers
the Glidden Brilliance paint
can will inspire female
millennials to experiment
with paint and small
projects of their own.
Social Strategy
Reach our budget and time conscious
demographic using targeted posts that
provide important information about
guerilla events and ongoing promotions at
Walmart.
Ensure the strength of our Walmart
partnership beyond the duration of our
campaign by creating shared traffc
between Gliddens and Walmarts social
media channels.
#InspiredByGlidden
CREATIVE
15
Glidden
Scavenger
Hunt
The Color is:
The Color is:
The Color is:
The Color is:
Bermuda Bay
Deliverables
Gliddens Facebook page will display
pictures of familiar landmarks that have
been repainted with a color from the
Glidden Brilliance Collection, linking to
MyColortopia.com
Substantiation
Colored landmarks will inspire potential
DIYers to think creatively, with the links in
the posts driving them to MyColortopia.
com
Deliverables
Small DIY projects will be highlighted during
a Glidden sponsored National DIY week.
A secret word will be distributed through
social media each day, and the frst ten
shoppers to say that word to a Walmart
employee will get the featured DIY material
of the day.
Color Hunt
In a Glidden World
Sounds Likes
Glidden
National DIY Week
Deliverables
Participants will answer online riddles with
the names of various DIY projects. The
objective will be to fnd pictures of those
projects across Gliddens social media
platforms and to use the Glidden Color
Extractor to identify the colors.
Substantiation
Our online scavenger hunt showcases
Gliddens Color Extractor. It will also drive
social media interaction with the Glidden
Brilliance Collection and highlight the ease
of the painting process.
Substantiation
Offering a week of giveaways will
create a unique experience and
build strong consumer relationships.
Combining social media with in-store
interactions will allow our target
market to acquire DIY materials for
their paint projects and ultimately
realize their inspiration.
Deliverables
Pandora channels will
be customized to
highlight a Glidden
Brilliance color. Similar
to the Spotify playlists,
these colored channels
will include music
that correspond to a
specifc mood.
Substantiation
This musical element of our campaign
will inspire potential DIYers to express
themselves and connect with Glidden on
an unexpected channel. Using music to
associate moods with Glidden Brilliance
also creates a consistency with the
brands existing mood-matching efforts.
Glidden Guides
Deliverables
Gliddens YouTube page will have playlists
that highlight different approaches to
transforming a space. Each playlist will
represent a different household room and
will include tutorials on how to take on
DIY projects appropriate for that room.
Substantiation
The Glidden YouTube tutorials provide
guidance to our demographic and inspire
them to take on new DIY projects.
CREATIVE
16
Glidden Swap
Make a Project, Make a Wish
Glidden Takes
Over
Deliverables
Event participants will have the
opportunity to trade in their old paint
cans for new pints of Glidden Brilliance.
When participants have used all of their
paint, they can bring their specially
marked can back to Walmart for 30% off
their next Glidden Brilliance purchase.
Substantiation
Giving our demographic a free pint
of Glidden Brilliance with an attached
coupon will kickstart the DIY process and
motivate simple solution DIYers to return
to Walmart for their future paint needs.
Deliverables
Glidden will sponsor a special event at
select childrens hospitals across the
country where volunteers will help
children paint different small DIY projects
with Glidden Brilliance. The completed
DIY projects will be auctioned online and
all profts will be donated to the Make-a-
Wish Foundation.
Substantiation
Our event will build off of Gliddens
current partnership with Make-a-Wish by
helping children express their creativity
in a charitable and rewarding way. Taking
just one day to complete small DIY crafts
will show how simple it is to paint small
projects with Glidden Brilliance.
Deliverables
During summer weekends, Glidden will
sponsor promotional giveaways and
activities at select beaches, lakes and
parks. These events will be held at peak
times in targeted regions of the US to
effectively reach our target market.
Substantiation
Colorful Glidden-personalized giveaways
and interactive DIY projects will spread
awareness and showcase Glidden as
a fresh and fun brand. Our event will
engage the Simple Solution DIYers,
encourage them to have fun in their
communities and invite them to include a
splash of color in their every day lives.
CREATIVE
17
May
MyColortopia.com
Paint Stick
Reusable Bags
Floor Stickers
Shopping Carts
Middle Island Stand
Print Ad (Carts)
Dividers
Security Sleeves
Hanging Signs
Paint Swap
*Twitter/Vine
National DIY Week
*Facebook
Scavenger Hunt
Glidden Photo Filter
Beach Takeover
Color Extractor
Pandora/Spotify
Make-a-Wish
Augmented Reality
Youtube Ad
Website Animation
Bus Stop Ad
Hulu Game
Print Ad (Newspaper)
Commercial
June July August September
PAID
OWNED
EARNED
TOTAL
90
250
1700
3
490
9
3
800
850
850
400
.0035
1.1765
1.75
1.5
.056
1.7584
0
.21
.105
.20405
.4305
400
200
294.8
4.52
15.9
2.1
.03242
.01621
.21
.22
.56726
.25
.0259
.00181
5
253.90
n/a
1700
5
.35
.02
n/a
.25025
0
.04
.06
.01125
.056
.9375
.1162
.02345
.00018
8,326.62 9.98467
impressions
Total
(in millions) (in millions)
cost
Total Cost: $9,984,677 Total Impressions: 8,326,617,717
FLOW CHART
* Pulses in our social media signifying increased spending to maximize awareness
18
Budget Breakdown
Paid
Owned
Earned
Measures of Success
The areas highlighted on the map refect the key locations where we will have a higher
concentration of advertising through point of sale, guerilla, out of home and print
executions in order to more effectively reach our demographic. We strategically target
500 stores in these areas by cross-referencing population numbers of each of our
segments and Walmart locations.
PLACEMENT & BUDGET
19
MEASURES OF SUCCESS
Quantitative
2.7%
9.0%
> Use Google Analytics to evaluate overall
success of online initiatives, including
website traffc and clickthrough rates.
> Measure increases in the number of likes,
shares, and retweets on social media sites.
> Track progression in paint/DIY
department traffc at point of sale.
> Distribute surveys online via social
media and in-store at check out
registers.
> Audit in-store executions to track
success.
> Review comments and other feedback on social media outlets.
> Monitor media coverage online.
> Conduct pre-tests and post-tests for the campaign in potential DIYer focus groups.
> Measure changes in amount of
information requests in store.
> Track participation of potential DIYers
in campaign contests and events.
> Track paint sales throughout the fve
month period and through the end of
Walmarts fscal year.
Continuous Maintenance
Campaign Metrics
in revenue
increase in market share
increase in revenue
Periodic Maintenance
Quantitative
Quantitative
Qualitative
Qualitative
We will evaluate our campaign based on the increase
in paint cans sold throughout the campaign, taking
into account the economic and housing market growth
rates. Based on our impressions, and research and data
from past fnancial statements, we expect:
$180,340,979
20
ACKNOWLEDGEMENTS
ACCOUNT DIRECTORS
Ashley Daum
Jacob Masga
STRATEGIC PLANNING
Summer Altowaiji
Chris Cabrera
Spencer Graham-Thille, Copy
Manager
Alizeh Hussain
Jennifer Hung, Editor
Calvin Lam
Jessica Lin, Editor
Elaine Liu
Kristina Nguyen
Tony Nguyen
Priya Rajan, Director
CREATIVE
Emilie Abel, Copy Manager
Jamie Andersen
Zachary Chin
Guy Hadas
Journey Kan
Kyle Khandikian
Brandon Lee
Stanley Lin
Lauren Mackey, Copy Manager
Weston Stout
Shawn Tharayil, Director
Benjamin Wu
Frank Zhou
MEDIA PLANNING
Rosaline Chen
Pierre Dessertenne, Director
Leif Eng
Ryan Kay, Copy Manager
Kimberlie Liang
Kai Matsuka
Julian Palau
Tierra Schroeder
DESIGN
Laura Beck
Daniel Grauspensperger
Alex Melton, Director
Nicholas Tasato
SPECIAL THANKS
Jane Bitar
Belinda Sumali
Michael Suman
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