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Digital

Crown Paints

Influencer campaign

The people

  • Activating Crown’s powerful campaign, ‘It’s Not Just Paint. It’s Personal’, the Houston team needed to create a strategy that inspired and empowered a broad range of audiences on an individual level.​
  • We recognised that the target audiences would need to feel a solid connection to the message to embrace the campaign’s core values fully, so we focused on developing a campaign that would resonate and inspire.
  • Our goal was to create a campaign that was both impactful and effective, helping to spread the message of the campaign in a meaningful way.

The power

  • A powerful influencer campaign: Our #MakingPaintPersonal influencer campaign showcased the significance of colour and its diverse interpretations, celebrating its ability to express individuality and motivating individuals to embrace their personalities and tastes when selecting paint.​
  • Showcasing diversity: A diverse group of influencers was tasked with a creative challenge to develop unique and captivating vignettes inspired by their chosen palettes. Each participant tapped into their style and creativity, showcasing their unique perspectives and abilities.​
  • Powerful partnerships: We successfully secured the involvement of 2LG Studio, Sarah Akwisombe, and These Four Walls (Abi Dare), whose contributions brought the campaign message to life.​​​

The impact

  • Making the connection: The #MakingPaintPersonal concept authentically activated the “It’s Not Just Paint, It’s Personal” maxim for Crown Paints.​
  • Sourcing inspiration: The campaign successfully generated content for an ‘Inspiration’ microsite on the Crown website, providing their audience with a fresh new source of inspiration and creativity.
  • Finding new audiences: It also garnered greater visibility for the brand, appealing to new demographics by elevating its image with a wealth of valuable resources to be utilised across various digital channels.​
  • Engaging with digital: Social media engagement on Instagram and Twitter increased significantly due to the campaign’s strategic approach and well-crafted content.​

This case study illustrates the power of influencer campaigns when pairing the right message with the right creators.

If you’d like to know how Houston can help you, get in touch with our team

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