East Tennessee State Uni versity

8rllllance
com/2012/08/24/bow-to-palnt-your-walls-wltb-ombre-ettect/
Retrleveo trom bttp://tbesassypepper.blogspot.com/2012/04/
Statt. (2007, [anuary). Cbalkboaro palnt bome belpers. Martba
Wbltmer, M. (2012, August). Large colortul ory erase calenoar.
blog/2012/10/oly-ln-oe-stanoaaro-magazlne-vltrlneklstjes.btml
Table of Contents
GLY06
1 Secondary Research
2 Primary Research
4 Target Audience
5 Our Big Idea
10 Creative Solutions
18 Media Plan
20 Budget
21 Measurements + Evaluation
9%
66%
Walmart holds a low market share for interior and
exterior paints due to perceptions in the quality,
45%of paint is purchased by DIYers
More Women shop at walmart
Than home depot or lowes
$
$
59%
$
$
62%
$
$
64%
Professional Careers
Home Value $100,000-$500,000
College Graduates
Professional Careers
Home Value $200,000-$500,000
High School Graduates
Blue Collar
Home value $50,000
W
i l
l
i n g n e s s
t
o
b
u
y

n
e
w

p
r
o
d
u
c
t
s

a
f
t
e
r

t
a
l
k
i
n
g
to frie
n
d
s
7
7
%
College Graduates
Willingness to buy new product
after talking to a professional
of Walmart shoppers are women of Lowes shoppers are men of Home Depot shoppers are men
GLR06
Secondary Research
Discover Your Brilliance 1
Primary research from our national secret shopper survey highlighted the disconnect
between the Walmart shopper and their condence in buying paint in-store.
50%50%










Yes
20%
80%
16%
W
a
s

t
h
e

A
s
s
o
c
i
a
t
e
K
NOW
L
E
D
G
E
A
B
L
E
?
No
61%
N/a
9%
30%
Yes
Was the associate available?

FeMale 25-34 Los Angeles, Ca

It would have been the same had I gone with
a friend and discussed my questions with them
as opposed to the Walmart employee.

I stood in the paint dept. for 10 minutes thinking
someone would help me, but no one ever did.
Male 25-34 Colorado SPRINGS, CO

At least 3 people told me they didnt know
of any low odor paints; not too impressed.
Male 45+ Soddy Daisy, TN
Gave up and left
FeMALE 35-44

Florence, KY

She had no idea and even told me to try Home

Depot or Lowes, they would be able to help.
2 Discover Your Brilliance
We analyzed over 40,000 words of text from leading DIYer blogs using Leximancer.
Three main themes emerged from our word map.
Love
F
u
n
amazing
thought
beautiful Look
a
w
e
s
o
m
e
PAINT
C
r
i
b
furniture
wall
Color
s
t
r
i
p
e
s
painting
Sharing
cute
looks
room
i
d
e
a
t
i
m
e
project
home
b
r
u
s
h
b
e
t
t
e
r
Objective:
To raise awareness and consideration for the Glidden Brilliance brand in U.S.
Walmart stores targeting four distinct audience segments. Address the need for
building trust between the shopper, who has an idea to paint an awesome room,
and the Walmart associate who can deliver the projects paint requirements.
Discover Your Brilliance 3
Young and Restless
Young and Restlesssingle female Millennials are the
living embodiment of discovery. Teir youth makes them less
experienced and therefore less confdent in their painting
abilities. Teir wallets are tight but their ideas are endless.
Ready Retirees
Ready Retirees value practicality before pizazz. Tey have
reservations about buying their paint at Walmart because
they arent sure if Walmarts quality and customer service
compares to traditional home improvement stores.
Budgets and Baby Bottles
Budgets and Baby Bottles are current Walmart paint
shoppers. Walmarts convenience allows these young families
to accomplish big impact projects on a small budget.
The Target Audience
Within Budgets and Baby Bottles, we
will also be focusing on family-focused
Hispanics who appreciate the one-stop
shopping Walmart ofers.
4 Discover Your Brilliance
GLY06
Our Big Idea

Trust is a major factor for DIYers. Te biggest disconnect between
consumers and Glidden at Walmart has nothing to do with the
brand itself but rather the lack of a trained professional to assist
them with their project needs. Since 90% of consumers make unplanned
purchases, its important for an associate to be ready, trained, and available
whenever brilliance strikes.
In order to give our DIYers the expert advice they expect, we are
implementing the Glidden Certifcation Program (GCP). Te GCP is a
continuous education program utilizing multiple interactive video modules
covering basic Glidden knowledge such as VOC information, proper tools
and materials, as well as which fnishes work best for diferent surfaces and
purposes. Upon completion of the GCP, the Walmart associate will be
certifed to efectively help and advise shoppers.
From the day we are born, we begin to look for ways to express ourselves. We cry to let our mothers
know we are hungry or in pain. We giggle and coo to show afection and display our happiness. As
we get older, we start to express our more complex feelings of who we are by the outfts we wear and
the types of activities we are involved in. Once we reach adulthood, the way we decorate and present
our homes is a major refection of who we are and what we value. For DIYers their projects are their
means of self-expression and inspiration is everywhere, especially within the aisles of Walmart.
Come with us to...
Glidden Certication Program
!"#$$#%&'(
Discover Your Brilliance 5
Glidden Brilliance
DIY Recipe Cards
For DIYers, inspiration can come at
any moment, in any aisle at Walmart.
To capitalize on this, selected items
throughout the store will be paired
with the perfect step-by-step Glidden
Brilliance DIY Recipe Card; reminding
shoppers they can get everything they
need, including paint, at their favorite
one-stop shop, Walmart.
Associate Led
DIY Workshops
Our newly certifed paint associates
will build trust and drive consideration
through word-of-mouth with DIY
workshops every other Saturday. Tese
workshops will focus on various DIY
techniques and will utilize products that
can be found right inside Walmart.
Our Gliddens Day of Brilliance
kick-of event will be at the top ten
Walmart locations on Saturday, May
10, 2014. Tese events will be held in
Walmart parking lots and will include a
kick-of DIY workshop, live music, food,
shopping cart races, giant canvases to be
hit with paint balloons, edible crafts for
kids, swag, and so much more.
Back of Card
6 Discover Your Brilliance
Glidden 6-Month
Mortgage / Rent Giveaway
When the Great Recession hit in December 2007, over 60%
of American households experienced a decline in wealth, leaving
many families struggling to pay their mortgage. According
to research, the average Walmart shopper took the biggest hit.
Although the economy is picking up, most low to middle income
families are still concerned about the future.
To generate buzz and encourage consumers to discover
Glidden at Walmart, we will launch the Glidden 6-month
Mortgage/Rent Giveaway. Fifty winners, ten a month, will walk
away with six months of mortgage or rent paymentsthey will
also have the option to gift their winnings to someone else. Tis
will drive consideration by prompting friends to support friends
entered in the contest by also shopping the brand. Tis giveaway
will create brand stories with personal moments that connect the
brand with family, home, and love. Shoppers may register to win
up to ten times.

Shoppers will register to win on the
Discover Your Brilliance website by:

Entering the code featured on the lid of
each gallon can of paint

Giving positive feedback to the local paint
associate who assisted them

Posting a picture of their item of inspiration
and their fnished DIY project along
with which color in the Glidden palette
they used
If the shopper utilizes each method, they will
receive an extra entry. Tats eleven chances to win!
As a pull strategy, our newly certifed paint
associates will also compete to win six months of
mortgage or rent payments. Our incentive program
is based on the Walmart associate accumulating
gold paint can pins through additional training and
positive mentions from shoppers. At the end of our
campaign, the top ffty pin earners will win!
Associates will earn pins by:

Completing additional interactive
training modules

Receiving a positive review
from a Walmart shopper on the
Discover Your Brilliance website
Discover Your Brilliance 7
DiscoverYourBrilliance.com
Our three entry methods
DIY demonstration videos
and schedule of future
demonstrations
Link to Glidden website.
Gliddens website will have a
Discover Your Brilliance link as well.
Brilliant Bloggers: links to
MyColortopia.com
Link to Gliddens color palette with
matching Walmart home decor items
To increase awareness and consideration, all media will drive
shoppers to the Discover Your Brilliance website. Once on the
website they can post their own entries to the site and to social
media. Our website will also push content to various social media
channels, tying together all aspects of our campaign.
Weekly newsletter option upon registration
8 Discover Your Brilliance
1,000
DIY Recipe Cards
Discover
Your Brilliance
Discover Your Brilliance
Mobile App
Our app will feature a mobile version of the website as well as a store
locator that allows shoppers to order their paint for pick-up in the store. We
will also have a matching game based on user submitted inspirations and the
coordinating color in the Glidden palette, using social media to connect and
play with friends.
Social Media Integration
Not only are we generating and pushing content to these platforms but also
building relationships by actively engaging with shoppers and leveraging brand
relationships such as Better Homes & Gardensliking their post and commenting
when appropriate. All media will drive consumers to one or more social outlets.
Discover Your Brilliance 9
Because of Hispanic engagement with magazines,
youll also nd this ad in Spanish.
Creative Solutions
GLG05
We refected our four main audiences in a dynamic campaign that shows them fnding inspiration for that DIY project
while shopping at Walmart. From avocados to plush toys to automotive, we build awareness that leads our shoppers to the
paint department where they will fnd a certifed associate to help them discover their brilliance. Certifcation is going
to drive consideration by building trust. Ultimately, Glidden helps them accomplish their dream project. As an added
incentive, Gliddens 6-month Mortgage/Rent Giveaway will drive consideration, set social media abuzz, and inspire
associates to build stronger relationships with all Walmart paint shoppers and the Glidden brand.
Magazine
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10 Discover Your Brilliance
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Discover Your Brilliance 11
Print will appear at transit locations such as
bus stops, airports, and subways. These media
speak to everyone - especially our
Ready Retirees who are frequently on the go.
In-store posters build awareness and drive
consideration for Walmarts paint section.
Transit / In-Store
12 Discover Your Brilliance
Driving consideration for the Glidden 6-month Mortgage/Rent Giveaway
This Flash banner ad brings our print ad to life and drives consideration.

_

_

_
Billboard
Banner Ad
Discover Your Brilliance 13
A young woman is browsing the aisles at Walmart, as an empty, white frame follows her. As she walks, various products catch her
attention. She glances at a few with curious interest, and the frame behind her lls in with the color of each product she notices.
The woman walks up to a fruit display, and nds a piece of fruit. The frame behind her changes color one last time.
The colored frame follows the woman to the paint counter, where a Glidden-Certied Walmart associate waits. The Walmart associate
hands the woman a gallon of Glidden paint. The frame transfers to the wall in front of the woman and expands out to color the entire
wall. The woman admires the new color of her room, her ideas now fully realized.
Hispanics utilize radio more than any of our other audience
segments. Therefore, this will also be in Spanish.
VO: Summers here and that means that its painting season! Have some
ideas to redo a room? Paint some furniture? Come join us at
Walmart on New Circle Road this Saturday, May 10th from
12pm3pm for Gliddens Day of Brilliance. Learn how to do
a DIY project with a demonstration by your certifed Walmart
paint associates. Well have live music by Folk Soul Revival, food,
shopping cart races, paint balloons, swag AND fnd out how
you can enter the Glidden 6-Month Mortgage/Rent Giveaway.
30-second Radio
TV Storyboard
VO:
VO: For DIYers, inspiration can come at any moment, in any aisle at Walmart. With Glidden-Certifed Walmart associates
to help you every step of the way, its easier than ever to Discover Your Brilliance.
www. "#$%%$&'().com *"#$%%$&'()
Enter to win the Glidden
6-month Mortgage/Rent
Giveaway at
DiscoverYourBrilliance.com
14 Discover Your Brilliance
To create buzz and drive consideration, our Gifts of Brilliance page highlights winners of the
6-month Mortgage/Rent Giveaway, especially those who chose to gift their winnings to someone else.
Website
Discover Your Brilliance 15
Social Media
@Glidden Glidden
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Related: #SweetBabyGirl, #FreshGuacamole, #SteelBlue
#Brilliance
48,345
165 48,345
Discover Your BriIIiance
Walmart and Glidden have now teamed up to help you
discover your brilliance.Let us help you find the perfect
project with our new DY workshops and recipe cards.
Discover Your BriIIiance
Discover Your BriIIiance
DiscoverYourBrilliance.com
20 1102 250
Discover Your Brilliance DiscoverYourBrilliance
16 Discover Your Brilliance
Public Relations
1-800-925-6278 www.DiscoverYourBrilliance.com
FOR IMMEDIATE RELEASE

Contact: Walmart Newsroom








1-800-331-0085
WALMART TO KICK-OFF GLIDDEN MORTGAGE/RENT GIVEAWAY
Walmart announces they will kick-of the Glidden 6-month Mortgage/Rent Giveaway on
May 10, 2014 at the Walmart Supercenter on New Circle Rd. in Lexington, KY
LEXINGTON, KY - April 19, 2013 Walmart announced that they will be kicking of their 6-month
Mortgage/Rent Giveaway with Gliddens Day of Brilliance. Te free event will take place in the New
Circle Rd. Walmart Supercenter parking lot on May 10th from noon to 3:00 p.m.
Tis will be an exciting community event for all our shoppers, says John Miller, the Walmart
manager at the New Circle Rd. location. Its a chance for them to come out and meet our
Glidden-Certifed paint associates and have some fun! Were hoping to get people inspired and
pumped about Glidden paint!
Gliddens Day of Brilliance will include their frst DIY workshop, led by the Glidden-Certifed
paint associates. Tere will be live music, swag, food from local restaurants, fun games like shopping
cart races and painting canvases with paint balloons. Bring the kids to join in and make some
edible crafs!
Te Glidden 6-month Mortgage/Rent Giveaway will run nationally from May through Septem-
ber. Each month, ten winners winner will walk away with six months of mortgage or rent payments.
Tey will also be given the option to gif their winnings to someone else if they wish. Tose who shop
Glidden paint at Walmart can enter the giveaway at www.DiscoverYourBrilliance.com by entering the
code found on the bottom of Glidden Brilliance paint can lids or by reviewing their local associate
who helped them with their paint purchase. Tey can also enter by sharing their Brilliance, which is
their before-and-afer paint project. Shoppers may register to win up to ten times. If a shopper utilizes
all three entry methods, they will receive an extra entry. Tats eleven chances to win!
For more information, visit www.DiscoverYourBrilliance.com or check out the
Discover Your Brilliance Facebook page.
# # #
Discover Your Brilliance 17
Media Plan : SoLoMo
GLB02
Social: Branded content that naturally
integrates into our social feeds ofers value and
entertainment relevant to our audience, which they
are more willing to share. We know this because
69% of online adults use a social networking
site and of those adults 41% check-in multiple
times throughout the day. With 71% of women
maintaining at least one social networking site the
potential impact is impossible to ignore.
Local: Localization is the key to
personalization and engagement. Specifcally
identifying ten cities with the highest concentration
of our target audience for Gliddens Day of Brilliance
will optimize the amount of initial social buzz our
campaign receives. With 66% of shoppers willing to
make a purchase after speaking with a professional,
we will strategically target 2,750 Walmarts for our
Glidden Certifcation Program, DIY workshops,
and in-store advertising by geographic regions. All
of our local eforts will be amplifed socially through
the distribution of branded content such as DIY
workshop videos, DIY Recipe Cards and Gifts of
Brilliance winner profles in order to optimize our
awareness and consideration objectives.
Mobile: Social media spiked 37% year-over-
year in 2012. Tis increase was driven by a near
doubling of consumption on mobile apps; therefore
our Discover Your Brilliance app will aford us
the opportunity to reach our target audience with
branded content where they areon the go.
Involvement/Loyalty/Advocacy:

Triple the average time spent with the
Glidden Brilliance brand during the course of
our campaign

Double brand afnity from May 2014 through
September 2014

Deliver 20% target opt-in for sharing and
posting DIY projects and associate reviews on
social media/DiscoverYourBrilliance.com
Reach & Frequency:

Reach 85% of our target audience an average
of 5 times per month

Increase social trafc by 200% the week
following Gliddens Day of Brilliance

Achieve national PR/social buzz for our
giveaway
Active Consideration and
Conversion:

70% increase in sales among our target audience

Triple volume of sales leads from May 2014
through September 2014

Achieve 85% audience capacity at all DIY
workshops (capacity will vary by city)

Register one million unique visitors for
Discover Your Brilliance website from May
2014 through September 2014
Media Objectives
18 Discover Your Brilliance
75% of adult Hispanics read magazines with
69% agreeing that magazine advertising gives
them a good idea of what to buy.
TV remains an easy way to engage
Baby Boomers with the average prime time
viewer being 51 years of age.
55% of Baby Boomers watch cooking shows
very often or occasionally.
55% of Millennials say that TV
encouraged them to look online.
By 2015 90% of Millennials are expected to
consume videos online.
63% of Pinterest users are over the age of 35
and women represent 79% of all users.

!"#$%"&
Other Media
Considerations

Language specifc tactical media buys to address
our Hispanic audience

Event/promotion opportunities have been
coordinated for key designated market areas to
enhance consumer touchpoints/local buzz

Consumer/associate relationships are
strengthened by connecting consumers with
associate led DIY workshops. Te Glidden-
Certifed associate becomes an ambassador for
our campaign
Discover Your Brilliance 19 Discover Your Brilliance 19
Media Budget
868.5
400 150 150 150 150
290 290 290 1,738.5
$9,950,000 Grand Total:
3,221.5
690
550
650
375
100
1,000
1,500
75
50 50
15 15 15 15 15
300 300 300 300 300
572.3 572.3 572.3 572.3 572.3
138 138 138 138 138
110 110 110 110 110
65 65 65 65 390
100
55 55 55 55 55
Print
Cable
Email
OOH
Radio
Ad Networks
Website/Social/App
DIY Recipe Cards
Giveaway
DIY Workshops
Day of Brilliance
Paid
Events/Giveaway
Digital/Owned
44%
45%
11%
10% of the budget has been allocated for production and
evaluation which is embedded in the total media cost.
Cost/000
($)
20 Discover Your Brilliance
Measurements + Evaluation
GLV04
Return on investment (ROI) will be measured by
analyzing data from all digital platforms as well as events
and in-store.
KPI Monitor/Optimizing Schedule

Benchmark applicable KPIs two months prior to
launch of campaign

Monitor weekly progress across objectives

Optimize and react positively to all feedback on
social media ensuring that Glidden Brilliance
maintains a positive relationship with its customers
Evaluations will be based on the following key
performance indicators (KPI)
Awareness Goal KPIs:

Post-buy media analyses using audience data

Brand awareness (aided vs unaided) measured
digitally and onsite

Ad awareness (aided vs unaided) measured digitally
and on-site

Unique site visits

Social Media adds (e.g. Facebook likes,
Twitter followers, etc.)

News coverage and press release usage tracking and AVEs
(advertising value equivalents)
Involvement/Loyalty/Advocacy KPIs:

Time spent with brand (calculate using multiple sources)


Brand perception (pre/post measures at events and online)

User generated content creations
(e.g. Share Your Brilliance on Pinterest)

Social media share analytics

Social media mentions
Active Consideration and
Conversion KPIs:

Sales of Glidden Brilliance paint

Event Attendance

DiscoverYourBrilliance.com page views
Website/Giveaway/Events
Email Newsletter
Banner Ads
Press Release
Public Appearances
TV Commercial
Billboard
Paint Chips
In-Store Network
Transportation Ads Magazine Ads
Radio
Earned PAID Owned
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8aker, Cbrls
Carter, Katelyn
Coelbo, Mouzer
Crum, Matt
Fernanoo, Mlcbael
Flllers, Stepben
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Hammono, [enny
Howaro, Rebecca
Ll, Meng
Lowe, Cbelsea
Lv, Peng
McCuroy, Hall
Putney, Trlpp
Stacy, Mattbew
vernon, Racbael
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Retrleveo trom bttp://www.jettbullas.com/2011/09/02/20-
stunnlng-soclal-meola-statlstlcs/
[enks, [. (2012, September 01). Content convergence on tbe
moblle plattorm wlll accelerate trenos . Retrleveo trom bttp://
www.emarketer.com/Artlcle/Moblle-Devlces-Must-Mlllennl-
als/1007901
Nett, [. (2012, Marcb 19). Walmart to marketers: 'we are an e-
perlence plattorm'. Retrleveo trom bttp://aoage.com/artlcle/
meola/walmart-marketers-eperlence-plattorm/233364/
Statt, Marketlng Cbarts. (2009, Aprll 07). |n-store aos more
ettectlve tban out-ot-store.
Retrleveo trom bttp://www.marketlngcbarts.com/prlnt/ln-
store-aos-more-ettectlve-tban-out-ot-store-8623/
Petrecca, L. (2007, Marcb 29). Wal-mart takes ln-store tv to
tbe net level. USA Tooay. Retrleveo trom bttp://usatooay30.
usatooay.com/money/lnoustrles/retall/2007-03-28-walmarttv-
tlm-mcgraw_N.btm
TPN. (2011, February 02). Walmart sbopper lnslgbt. Retrleveo
trom bttp://www.tpnsboppersworlo.com/2011/02/walmart-
sbopper-lnslgbts.btml
Gllooen. (2012). Gllooen palnts. Retrleveo trom bttp://www.
gllooen.com/lnoe.oo
valspar palnt. (2011). Retrleveo trom bttp://www.valsparpalnt.
com/en/lnoe.btml
8ebr. Retrleveo trom bttp://www.bebr.com/8ebr/bom
Sberwln-wllllams. (2012). Retrleveo trom bttp://www.sberwln-
wllllams.com/?WT.mc_lo=sberwlnwllllams.com
Tbe Home Depot. (2011). Tbe bome oepot. Retrleveo trom
bttp://www.bomeoepot.com
Lowes. (2011, Marcb 20). Retrleveo trom bttp://www.lowes.
com
Walmart. (2012). Walmart.com. Retrleveo trom bttp://www.
walmart.com
8enjamln Moore. Retrleveo trom bttp://www.benjamlnmoore.
com

bttp://www.benjamlnmoore.com/en-us/tor-your-bome/benja-
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bttp://us.aotorum.com/searcb/creatlve-work/
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Kontakta, L. (2012, [une 27). Make a vase. Retrleveo trom
bttp://oeslgntjejen.blogg.se/2012/june/gor-om-en-vas.btml
Mooern Cottage. (2011, [une 01). Scbool slate oresser.
Retrleveo trom bttp://tbemooerncottagecompany.blogspot.
com/2011/06/s-c-b-o-o-l-b-o-u-s-e-s-l-t-e-o-r-e-s-s.btml
Nova, X. (2012, August 24). How to palnt your walls wltb
ombr ettect. Retrleveo trom bttp://enlanova.woropress.
com/2012/08/24/bow-to-palnt-your-walls-wltb-ombre-ettect/
Pepper. (2012, Aprll 25). Tbe upbolstereo cbalr project.
Retrleveo trom bttp://tbesassypepper.blogspot.com/2012/04/
upbolstereo-cbalr-project.btml
Statt. (2007, [anuary). Cbalkboaro palnt bome belpers. Martba
Stewart Llvlng, Retrleveo trom bttp://www.martbastewart.
com/271574/custom-color-cbalkboaro-palnt
TbrlttyFun. (2013, February 10). Palntlng a celllng. Retrleveo
trom bttp://www.tbrlttytun.com/Palntlng-a-Celllng.btml
Wbltmer, M. (2012, August). Large colortul ory erase calenoar.
Retrleveo trom bttp://www.etsy.com/llstlng/78710733/large-
colortul-ory-erase calenoar?ret=v1_otber_2
Woonblog. (2012). D|Y De Stanoaro Magazlne: sbowcase
boes
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blog/2012/10/oly-ln-oe-stanoaaro-magazlne-vltrlneklstjes.btml
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East Tennessee State Uni versity