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Let Glidden be your guide.

TABLE OF CONTENTS
01 The Challenge 02 Research Objectives | Portfolio 03 SWOT 04 Target Proles 05 Target Insights RESEARCH INSIGHTS CREATIVE IDEAS OVERVIEW

EXECUTIVE SUMMARY
Painting is a paradox. Something so simple becomes an overwhelming task and the painter just wants to nish if he or she is determined enough to even start. Our research tells us our target segment is not condent when starting a project and does not consider Walmart as a paint retailer destination. Let Glidden Be Your Guide is a multi-dimensional campaign dedicated to empowering the DIYers at Walmart by not just telling them using Glidden paint is easy, but by showing them how. An empowered and informed consumer means more traffic to the painting department and an increased awareness of Glidden. Let Glidden Be Your Guide ts seamlessly into Gliddens national efforts while building Walmarts credibility as a paint retailer, leading to a protable partnership for the years to come.

06 Big Picture 07 Creative Brief 08 Media Insights I Touch Points

09 Traditional 10 In-Store I Home Decor Dept 12 In-Store I Paint Dept 14 Walmart TV 15 Guerilla 16 Social Media Plan 17 Sponsorship 18 Glidden Rewards Program 19 Media Budget 20 Evaluation

THE CHALLENGE
01

Glidden is a deep-rooted American paint manufacturer that was founded in 1875 and has established itself as a company that is rst in innovation. In 2003, Glidden began seeing a decline in paint sales due to the housing crisis. Revamping its branding strategy in 2009, creating a big bang in the painting industry which left competitors in the dust. Fast forward to today and Glidden has partnered with Walmart, Americas #1 retail store. Gliddens Brilliance Collection, sold exclusivly at Walmart, is ready to hit the walls in homes everywhere, bringing new life into a room. Gliddens mission is to show consumers Walmart has earned its stars as a home dcor and painting supplies destination, moving traffic from pillows and lamps to gallons of the Glidden Brilliance Collection.

PARAMETERS
May to September 2014 Easy integration with Gliddens national campaign $10 Million

CAMPAIGN OBJECTIVES
01: Achieve a 14% point increase in awareness (from 66% to 80%) of Glidden Paint 02: Raise consideration from 23% to 46% (23% increase) for the Glidden paint brand within US Walmart stores 03: Increase sales of Gliddens Brilliance Collection

02

RESEARCH

TAPING OFF THE EDGES

RESEARCH OBJECTIVES & METHODS

Qualitative and quantitative research methods informed our understanding of Glidden and the targets.

Research Involved:

Visited Gliddens new home in Walmart Arranged one-on-one interviews with male and female respondents from cities across the US Conducted a nation-wide survey to investigate ndings from the one-on-one interviews Visited the paint departments of competitors stores

01

AWARENESS of Gliddens availability at Walmart

ATTITUDES toward home dcor projects that include paint

HABITS when shopping for home dcor projects

PREFERRED METHODS of brand interactions

EXPERIENCE with paint

PERCEPTION of the Glidden brand

INSPIRATION sources for home decorating

COMMUNITY involvement & expectations for brand philanthropy

MEDIA usage and engagement

SOURCES of paint buying and home dcor information

WASHING THE WALLS


SWOT ANALYSIS
STRENGTHS WEAKNESSES

Simplied color selection experience Ready mix testers to sample before buying Innovators in the painting industry Convenient availability at Walmart Competitive pricing

Low Glidden brand awareness Walmart perceived as low quality Glidden display, organization and neatness varies across Walmart stores Walmart isnt established as a paint retailer

OPPORTUNITIES

Gliddens Brilliance Collection is exclusively sold at Walmart, the nations #1 retailer Partnership with Better Homes and Gardens dcor line Creation of painting occasions Consumer interest in DIY and home dcor

THREATS

Competitors have adopted Gliddens innovative techniques No control over Walmart associate training Painting viewed as a complicated task

A MISSED CONNECTION
INSIGHTS FROM ONE-ON-ONES
I usually think of going to Lowes and Home Depot for paint. Boomer To me, Walmart paint is like their toy section; if Im not going down that aisle, I walk right past it. Boomer Walmart has no intention of elevating their employee knowledge on anything. Walmart isnt catering to anybody who cares. Boomer I feel like Walmart is cheap and youre not getting quality paint there. Gen X I would only get paint at Walmart if I was already there and needed paint. Otherwise, I would go to Home Depot or Lowes. Gen X Walmart never seems to be that knowledgeable. - Millennial I would never go to Walmart rst. All the nice brands I hear of come from Lowes. Millennial I just dont think of Walmart as a place to buy home dcor. Millennial

RESEARCH

03

04

RESEARCH

CALCULATING COVERAGE

THREE TARGET GROUPS, ONE PAINT BRAND

DIY ADVENTURERS
Female millennials Relationship driven High expectations Low income Painting novices

DIY ASPIRANTS
Young mothers Family oriented Familiar with paint Renters Loving

DIY PLANNERS

Baby Boomers Young at heart Homeowners Experienced painters

STATES

(ONE-ON-ONE INTERVIEW REACH)

STATES

14 82 56 20 11 20 02
(SURVEY REACH)

180

PRIMARY RESEARCH
TOTAL PARTICIPANTS

254

SECONDARY RESEARCH
ARTICLES & SOURCES

SURVEYS ONE-ON-ONE INTERVIEWS WALMART IN-STORE VISITS COMPETITIVE STORE VISITS INTERVIEWS WITH WALMART ASSOCIATES

24 INDUSTRY NEWS 1 9 GLIDDEN/WALMART 62 TARGET AUDIENCE 49 MEDIA 30 TECHNOLOGY 29 PR | PROMOTION 29 COMMUNICATION THEORY 12 COMPETITION

TARGET AUDIENCE RESEARCH | BASED ON 5TH ELEMENT PRIMARY RESEARCH

FEELING
WALMART PAINT PERCEPTIONS

THINKING
LEVEL OF PAINT EXPERTISE 6% 9% 12% 28% 45%

ENGAGING
MEDIA THAT INSPIRE THEM Pinterest: 20%

73% 72%

of Millennials would consider buying paint from Walmart

Home Dcor Magazines: 20% Friends & Family: 16% Websites: 16% TV Shows: 15% DIY blogs: 10% None: 3%

Its convenient and right there; I can get it with my groceries. of Generation Xers would never buy paint from Walmart

I feel Walmart is kind of cheap and youre not going to get quality paint there. of Baby Boomers would consider buying paint from Walmart

55%

No experience Beginner Intermediate Expert I hire someone

I'm not sure if I would shop at Walmart for paint; I'd have to check the quality and colors.

PERCEPTION OF GLIDDEN

50% 75% 74%

of Millennials don't identify Glidden as a paint brand

67%
didnt know that Glidden was sold at Walmart
TOP OF MIND PAINT BRANDS 19% 17% 27% 60% 58% Glidden Behr Sherwin-Williams Valspar Benjamin Moore PERCEPTION OF PAINT COSTS
$0-5 $6-10 $11-15

SOCIAL MEDIA SHARING FOR HOME DCOR SUCCESSES

of Generation Xers who have heard of Glidden perceive it as a reputable paint brand
of Baby Boomers who have heard of Glidden view it as old-fashioned

50% 24% 18% 20% 13% 8%

Facebook Instagram Pinterest No sharing Twitter Blogs

FEELINGS IN A NEWLY PAINTED ROOM

Fresh
Happy
Inspired
Proud
Stealthy

Comfortable Dizzy
Home
Excited
Energized

2%
$16-20

9%
$21-25

9%
$26-30

20%
$31+

31%

17%

?
6%

79%
will check out a paint brand recommended by friends or family

6%

RESEARCH

05

06

INSIGHTS

THE BIG PICTURE

HOW THE RESEARCH FITS TOGETHER

Let Glidden be your guide.


WHAT WE KNOW
Walmart is the king of convenience: Offers a wide selection of products Within a 20 mile driving distance for 96% of Americans Glidden has mastered simplicity: Narrowed down selection from 1,000 to 282 colors Reduced the time commitment of painting with the 2-in-1 paint + primer Matched complimentary colors on the back of XL paint swatches

THE PERFECT MIX

Glidden is an expert in paint, yet 67% of consumers dont realize they can buy it at the #1 retail store in the nation. By elevating Gliddens status as an expert and guide in the painting industry, the target segments will feel empowered to tackle painting projects. The knowledge that Glidden is a trusted and affordable brand will make Walmart the new paint shopping destination.

BIG IDEA

Let Glidden Be Your Guide.

LETS GET CREATIVE


CREATIVE BRIEF

GREAT CAMPAIGNS CONNECT Across the board, our strategy for Glidden will integrate with every type of medium. From Facebook to the point-of-purchase, new Glidden customers will notice the continuity of the Let Glidden Be Your Guide campaign. GLIDDENS VOICE Glidden already recognizes everyone can paint. This campaigns purpose is to empower consumers by showing them how. By using a conversational and relatable voice, Glidden will inspire targets to paint and will earn credibility by guiding them through the process.

CREATIVE EXECUTIONS

TRADITIONAL
DIRECT MAIL LOYAL FANS

IN-STORE
EASY MATCH TAGS OVERHEAD SIGNS WALMART TV PROJECT PASSPORT GUIDEBOOK INFOGRAPHIC

GUERILLA
INTERACTIVE GUERILLA

DIGITAL
TABLET GUIDE APP SOCIAL MEDIA

PUBLIC RELATIONS
ST. JUDES SPONSORSHIP REWARDS PROGRAM

INSIGHTS

07

08

INSIGHTS

PAINT SELECTION

MEDIA INSIGHTS AND TOUCH POINTS

DIGITAL

GUERILLA

PR

58%

BRAND AWARENESS

of consumer loyality improved by communication with a company via social media (IBM Global Services, 2011)

The method of choice when consumers shop in an unfamiliar product category

59% 61%

of people switch brands to support a charitable cause (Ad-ology Research, 2012)

47%

ENGAGEMENT

of consumers use apps to assist their shopping experience (Nielsen, 2012)

All great guerilla marketing allows people to interact with product or get exposed to it repeatedly as part of their routine (Geekwire, 2012)

50%

of consumers change shopping destinations to support a charitable cause (Ad-ology Research, 2012)

of the US population use smartphones to research product information within the store (Nielsen, 2012)

IN-STORE

COUPONS

PAGE REFERENCES Ad-ology Research. (2012). Home decorators in the U.S. N.p.:. Sales Development Services, Inc. Retrieved February 1, 2013. Falco, T. (2011). Taking social media public: Social media for successful citizen relationship management. IBM Global Services. 3. Hays, C. L. (2005). Wal-Mart Is Upgrading Its Vast In-Store Television Network. In The New York Times. Retrieved March 4, 2013, from http://www. nytimes.com/2005/02/21/business/media/21mart. html?_r=0 Nielsen (2012). Which smartphones apps do savvy shoppers use most? Nielsenwire. Retrieved from http://blog.nielsen.com/nielsenwire/online_mobile/ top-mobile-shopping-apps/ Patel, N. (2012, January 5). How guerrilla marketing can transform your boring product. In GeekWire. Retrieved March 4, 2013, from http:// www.geekwire.com/2012/guerilla-marketingtransform-boring-product/ ShopAtHome.com (2011). 2011 coupon trend report. ShopAtHome.com. Retrieved from http:// www.shopathome.com//press-releases/2011coupon-trend-report.aspx

70% 81%

The percentage of brand decisions made inside the store (Hays, C.L., 2005)

78%

of US consumers used coupons in 2010 (ShopAtHome.com, 2010)

34% 63%

of survey respondents with little to no painting experience seek guidance in the paint department (Fifth Element Survey Results)

of coupon users are between the ages of 18 and 34 years old (ShopAtHome.com, 2010)

of couponers are female. 37% are male (ShopatHome.com, 2010).

CREATIVE

EXECUTIONS

TRADITIONAL MEDIA INCENTIVES

GAINING MOMENTUM

Gliddens target segments are always searching for a good deal and avidly use coupons to ensure they get the best price on products. To move these groups from Glidden-Curious to Glidden-Loyal, we will offer a discount for choosing paint from the Glidden Brilliance Collection. A wooden postcard will be sent to consumers homes at the beginning of May, inviting them to visit Walmart and receive $5 off a gallon of Gliddens Brilliance Collection. The punch-out coupon in the form of a paint stirrer is good from May to September.

DIRECT MAIL

79% of our target segments will check out a paint brand recommended by friends or family. In order to reward Gliddens loyal enthusiasts, vouchers will be sent to online ambassadors of the Glidden brand for a free gallon of paint.

LOYAL FANS

pay attention to coupons and other savings offers (5th Element Survey)

67%

CREATIVE

09

10

CREATIVE

CUTTING IN THE EDGES


ENTICING HOME DCOR SHOPPERS

Large, overhead signs will grab the DIY shoppers attention while they are searching for the next item to purchase. The sign will encourage shoppers to download Gliddens easy-to-use app and draw attention to the Easy Match Tags next to all existing home decr products.

OVERHEAD SIGNS

The DIY shopper at Walmart appreciates help with accessory decisions. To aid with the decorating experience and place Glidden in the mind of the consumer, small tags will be placed in front of home dcor products, such as towels, and will display a complimentary color palette from the Glidden Brilliance Collection. The tag also invites consumers to use his/her smartphone to scan a barcode which directs them to the Glidden app and features the product color for paint palette coordination.

EASY MATCH TAGS

The home dcor section in Walmart will display a video featuring a DIYer who learns the benets of relying on the Glidden paint brand. See page 14.

WALMART TV

Find color selection tools and color-matching tips helpful in Walmart (5th Element Survey)

60%

85%
Enjoy shopping for accessories in home dcor (5th Element One-on-Ones)

CREATIVE

11

12

CREATIVE

APPLYING THE PAINT


The current Glidden app has innovative and useful features but we upped its game by merging it with the in-store experience. In addition to the Top 10 Collections, Match a Mood, color choosing from uploaded photos and store locators, users will be able to customize a design palette so they can better envision a new DIY project or room makeover. This personalized experience with the app will connect to social media platforms such as Facebook, Twitter and Pinterest allowing the user to share ideas with friends and most importantly share the guidance that Glidden offers in decorating a home.

POINT-OF-PURCHASE INTERACTIVITY
GLIDDEN GUIDE APP
The shoppers seeking immediate engagement in the paint department will nd assistance with the Glidden tablet located at the new Glidden Center. Consumers who dont own a smartphone or the Glidden app will have access to interactive features such as viewing the Top Ten lines and Glidden social media.

GLIDDEN TABLET

To simplify and organize the creative process, Project Passport will be offered to paint shoppers needing a place to store their ideas. Project Passport mimics the Glidden App and all of its abilities, such as folder pockets to store Easy Match Tags and XL paint swatches. It will also mention Gliddens social media platforms and suggest paint supplies.

PROJECT PASSPORT

Our targets love to be inspired and have fun while working on a project. The Guide Book is a 20-page, poster-sized hub of paint inspiration, powered by Glidden. It will feature relatable stories of room makeovers and DIY projects of big and small varieties that were accomplished using Glidden paint. Bar codes will act as guides to the Glidden app, introducing inspiring colors that can be added to the personalized Glidden design palette. Though Glidden is an expert in the paint department, our target is not, and they have a lot of questions. This is where empowering the consumer is key. The daunting task of painting will become simplied with an infographic cling on the paint counter, guiding consumers in a step-by-step process and answering common questions.

GLIDDEN GUIDE BOOK

HELP DESK INFOGRAPHIC

CREATIVE

13

14

CREATIVE

ADMIRING THE WALL


WALMART TV ADVERTISING
Walmart TV provides a medium to connect with our audience in a way that is relatable while informing them about Glidden. Our spot illustrates an overwhelmed DIY Adventurer who nds condence in her painting experience, all thanks to Gliddens guidance. Our audience will be introduced to the Glidden Guide App and Easy Match Tags featured in the Walmart home dcor section.

Woman: After I decided to paint my living room, I choked!

Woman: What if the color I pick is wrong?

Man: This is the kind of project she doesnt quite realize she needs help with.

Man: Its a good thing Glidden has a helpful guide app, and useful Easy Match Tags, so you can ensure the couch goes juuuust right with the walls.

Man: Try the Sea Glass Green.

Woman: Are you thinking about painting part of your house? Let Glidden be your guide and youll love what you make.

7 Minutes is the average amount


of time shoppers watch Walmart TV per visit (Nielsen via New York Times)

Walmart TV impressions per week (Retail Customer Experience)

140 Million

of average sales lift on seasonal product items advertised on Walmart TV (Retail Customer Experience)

18%

Yackey, B. (2010). Walmart reveals 18-month results for SMART Network. In Retail Customer Experience.com. Retrieved March 4, 2013, from http://www.retailcustomerexperience.com/article/4551/Walmart-reveals-18-month-results-for-SMART-Network

SPREADING THE WORD


UNEXPECTED MARKETING

An interactive guerilla marketing technique placed inside of Walmart stores will capture the attention of all shoppers. The 36 pull-down banner will demonstrate to consumers how Glidden makes painting stress-free. The instructions Pull Me above a paint-roller handle will surprise the customer and once pulled will note features specic to the Glidden Brilliance Collection. The rolling action mimics the painting process, boosting consumers condence in home dcor painting while raising awareness of the Glidden brand.

INTERACTIVE GUERILLA

If you can make home decor projects look fun, then you have a winner. Female Millennial (5th Element one-on-ones)

CREATIVE

15

16

MONDAY

WEDNESDAY

TUESDAY

THURSDAY

FRIDAY

CREATIVE

CELEBRATING WITH FRIENDS


SOCIAL MEDIA PLAN
Our strategic social media plan is interconnected with other parts of the campaign including in-store and guerilla. The goal of the social media plan is to drive customers to the Glidden website and its Mycolortopia blog.

SAMPLE CAMPAIGN WEEK


FACEBOOK
Check out the colors @Tinsley captured today! *picture

TWITTER
Happy #July4th Lets see the most creative ways to use #RedWhite&Blue today. #CatchingColors Need help covering that red wall? #Gliddenspiration can help you out. *link

PINTEREST
Glidden will pin ideas for the Gallon Giveaway.

INSTAGRAM
Check out the #RedWhite&Blue we found! #CatchingColors

MYCOLORTOPIA
All social media platforms will direct traffic to MyColortopia.

Provide information on Glidden tools and discuss Glidden Guide App.

Glidden will pin a Gliddenspiration board for DIY projects.

DIY project *picture #Gliddenspiration

You have a chance to win $1,000! Check out MyColortopia to learn how you can win your dream room! The weekend is almost here! What is your inspiration for DIY projects? Need some help? Check out MyColortopia. On Friday's, Facebook will promote the Gallon Giveaway Contest

Dont forget to pin your #DreamRoom ideas for a chance to win $1,000! #GallonGiveaway *link to contest Inspiration at its nest! *MyColortopia. com or Pinterest or Instagram. #Gliddenspiration

Glidden will be pinning ideas to the Dream Room board.

How would you #DIY this lamp? Use our Pinterest board for #Gliddenspiration! *link This is what @Amanda plans on accomplishing this weekend! #Gliddenspiration

#GallonGiveaway Inspiration pins and pins of completed projects from contestant entries.

Tweet a six-second Vine video.

Pin weekend projects on Gliddenspiration board

Instagram your #weekendproject! Wed love to see what youve been up to! #CatchingColors

PROMOTED TWEETS

Twitter is a platform for ongoing conversation. Glidden will jump in on the chat by promoting the Gallon Giveaway Contest and the St. Judes sponsorship with the following tweet at the beginning of each month: Support @StJude and win $1000! Visit us at *link to request your free gallon of paint & enter your ideas! #GallonGiveaway.

SEO

In order to increase awareness across owned and earned digital platforms, Glidden will streamline communication to leverage assets. This will increase organic rankings on the search terms affordable recommended and beginner in home painting categories.
KEYWORD AFFORDABLE RECOMMENDED BEGINNER COMPETITION HIGH LOW MEDIUM MONTHLY GLOBAL SEARCHES 5,000,000 2,240,000 5,000,000

HELPING OTHERS
ST. JUDE SPONSORSHIP & GALLON GIVEAWAY

+
DONATED PER GALLON

$5

Brightening the lives of children is an inspirational value to our target segments. Glidden will join in this cause by becoming a corporate sponsor of St. Jude Childrens Research Hospital. Over the ve-month campaign, Glidden will aspire to raise $500,000 by using a multi-dimensional approach.

TOP TEN
MAY Growing Up Colors

4000
WINNERS

GALLONS

40

At the beginning of each month, Glidden will select a Top Ten line to be featured as a donation point for paint purchasers. $5 from each gallon of paint sold from the specied collection will be donated to St. Jude.

JUNE Accent Colors

$1000
GIFTCARDS GRAND PRIZES

To highlight this sponsorship, 1,000 gallons from the Top Ten line each month will be given away via social media request. Contestants will receive the gallon at home and will have 10 days to creatively use it. Posting the creation on Twitter or Instagram with the hashtag #GallonGiveaway or by tagging Glidden on Facebook will enter them into the competition.

JULY Colors of Rome

AUGUST Celebrating the Move

04

The ten winners chosen from each month will receive a $1,000 Walmart gift card. In September, the 40 former winners will be invited to participate in a grand competition with an even bigger prize: a complete room makeover by a Mycolortopia blogger.

SEPTEMBER Empty nest Colors

CREATIVE

17

18

CREATIVE

HELLO MIXOLOGIST
ASSOCIATE RECOGNITION

ASSOCIATE APRON

Walmart associates in the paint department will receive an apron made with them in mind. The apron will co-brand Walmart and Glidden, building awareness of Glidden's availability at the nation's #1 retailer. This will establish visible credibility for Walmart as a home dcor paint destination.

GLIDDEN REWARDS

Glidden wants to reward Walmart associates for supporting customers in the paint purchase process. The 500 employees with the highest personal increase in Glidden sales each month will be rewarded with a $50 gift card.

say informed sales associates would be helpful in Walmarts paint department (5th Element Survey)

59%

PLANNING FUTURE PROJECTS


MEDIA BUDGET & REACH
22,000,000,000**
CREATIVE TACTIC
CONTINGENCY DIGITAL Guide App Development Tablet Development/Maintenance Tablets SOCIAL MEDIA Promoted Tweets GLIDDEN REWARDS PROGRAM IN-STORE Guerilla Glidden Guide Book Overhead Signs Walmart TV Commercial Production Cost Easy Match Tags Infographic Project Passport Associate Aprons PROMOTIONS Grand Prize Home Dcor Redo Walmart Gift Cards Gallon Giveaway Shipping Cost TRADITIONAL Coupons Direct Mail Production Postage Direct Mailing List Loyal Fan Vouchers PUBLIC RELATIONS Promotional Materials St. Jude Sponsorship TOTAL $189,480 $500,000 $10.000,000 $144,050 $1,440,500 $475,365 $50,000 $9,588 $28,000 $40,000 $12,120 $48,480 $473,700 $391,592 $126,320 $685,000 $2,250 $2,036,910 $789,500 $994,770 $137,373 $500 $125,000 *Facebook | Pinterest | Instagram | Vine N/A $6,000 $4,000 $789,500

BUDGET
$500,002

PROJECTED WALMART CUSTOMERS (5 MONTHS)

22,566

22,000,000,000

4,000

1,440,500

22,001,467,066
*Earned space does not require money from budget **Calculated with statistics from PBS

POSSIBLE REACH OF OUR CAMPAIGN

OVERVIEW

19

20

OVERVIEW

BEYOND 2014

EVALUATION STRATEGY

MEASURING OBJECTIVES
OBJECTIVE 01
Achieve a 14% point increase in awareness (from 66% to 80%) METRICS Guerilla: Tracking Glidden's top of mind awareness, recall and recognition via post-testing Website: Website traffic, referrals and engagement Social Media: Impressions

OBJECTIVE 02

Raise consideration from 23% to 46% (a 23% increase) METRICS Social Media: Engagement, fans, mentions and subscribers PR/In-store: Track sales throughout promotional periods and purchase intentions

OBJECTIVE 03

Increase sales of Glidden's Brilliance Collection METRICS Coupons (Mail-Out & Email): Sales and coupon redemption in Walmart stores Associate Recognition: Paint sales in Walmart stores Sponsorship: Increased sales percentages for promoted Top Ten line each month

CAMPAIGN TRACKING

We will assess our campaign's performance on an ongoing basis by tracking target engagement and experiences across multiple platforms. Tracking studies will identify aspects of the campaign that are doing well. Glidden can respond quickly to the strengths and any emerging weaknesses.

PROMINENT SECONDARY SOURCES


Ad Age Ad-ology Adweek AkzoNobel Business Insider Cision CNN Comscore Consumer Reports Effie Awards Forbes Glidden.com Harvard Business Review Huffington Post IBM International Journal of Advertising Journal of Interactive Advertising Mashable Media Post New York TImes Nielsen Nielsen Wire OMMA Magazine Pew Research PR Newswire Radian6 Scarborough Tech Crunch UBM Media Insights USA Today Women in Business

CONTINUING THE CAMPAIGN

Let Glidden Be Your Guide doesnt have to stop in September; it can seamlessly t into Gliddens current national brand efforts and provide new avenues for exploration. We have adapted Anyone Can Paint into an innovative strategy for Walmart by using Glidden's original brand voice.

AGENCY STATEMENT
OUR TEAM & SPECIAL THANKS
PUBLIC RELATIONS I SOCIAL CREATIVES

LEADERSHIP

DR. WATERS

DR. PARK

LEADERSHIP Amanda Combs I Account Executive Amber Perdue | Assistant Account Executive Christa Scott | Creative Director Kaitlyn Jaeger | Media Planner PUBLIC RELATIONS | SOCIAL Hallie Petersen | PR & Sponsorship Manager Jeremy Carter | Marketing Manager Tinsley Andrews | Social Media Director Kari Hanson | Social Media Strategist CREATIVES Jacob Cordonnier | Designer Ricardo Moreno | Creative Developer Evan Melgren | Multimedia Manager Jessica Tasetano | Photographer Alexandria Smith | Presentation Coordinator

WE BELIEVE A SUCCESSFUL CAMPAIGN STEMS FROM FOUR FUNDAMENTAL ELEMENTS: 01: Tell the story of our brand 02: Provide a real experience for the consumer 03: Disrupt the everyday patterns of the status quo 04: Inspire audience participation The 5th Element is the agency behind the work. We are a group of truth-seekers that lay down the groundwork and build up, bringing everything together into one unied campaign. SPECIAL THANKS Dr. Regina Waters | Dr. Sun-Young Park Ann San Paolo | Nicole Sparks | Aaron Woolken Bass Printing | Ad-ology | Veer Images | AAF