Key Takeaways

• With category penetration at its lowest for 15 years, Dulux needed to place their brand at the start of the customer journey to increase brand preference.
• The Dulux Colour Picker Tool was integrated within all print and online content of Ideal Home.
• 76% agreed they would be keen to order a paint sample after using the Colour Picker Tool.

One page summary

Client Quote

“We believe in the power of colour. We know that consumers love colour too. We wanted to find a way to plant ourselves firmly at the centre of the consumer journey as a brand that brings colour into people’s homes and gets people closer to us and our array of colours.

Ideal Home was a strong platform for us to partner with to deliver on our ambitions to connect with consumers. We’re really excited about the collaboration with Ideal Home and want to continue this strong route to engaging consumers as they embark on their home interiors improvement journeys.”

Rachel Tozer – Marketing Manager Dulux Communications

The Challenge

Dulux, a heritage premium brand, had to compete with a growing range of niche competitors and direct to consumer brands, consequently category penetration was the lowest for 15 years. The customer journey for paint often starts online and here a major sticking point and opportunity was identified – that of colour choice. 285k time-poor ‘Reassurance Seekers’ and 750k brand-agnostic households in need of guidance were identified. If Dulux could address this consumer pain point around colour and place their brand at the start of the customer journey, there was an opportunity to increase brand preference.

The Plan/Execution

Audiences look online for home décor ideas, and with the identified segments held back by lack of confidence and inability to visualise colours, the Dulux Colour Picker Tool was created.

Dulux chose to partner with Ideal Home for their reach, audience affinity and the ability to position their brand within trusted, relevant editorial content. Ideal Home readers could use the Tool to discover the colour scheme and match it exactly to the corresponding Dulux shades. They could then explore complimentary colours, save, and share their palettes for later, or purchase a tester pot there and then. Users were also encouraged to use the Dulux Visualiser Tool to bring their chosen colours to life in their own homes.

Across 6 months the Colour Picker Tool was integrated within all editorial content and imagery spanning four Ideal Home pillars: Living Room, Bedroom, Kitchen, Bathroom. A range of online articles were published at launch to highlight the benefits and capabilities of the Tool. This extended through the brand’s social platforms providing inspiration for the Reassurance Seekers in a moment of down time.

Results

The campaign exceeded engagement benchmarks putting Dulux front of mind and resulting in high intention to purchase:

• Dulux is a recognised leader in colour’ increased by 24% by the end of the campaign (42% pre-campaign).
• Ideal Home readers were highly engaged, with an average dwell time of 2:12 (vs. a benchmark of 1:30).
• The Colour Picker Tool achieved 205,675 activations across the campaign.
• 84% of users agreed the Colour Picker Tool made Dulux stand out from other brands.
• ‘Dulux is worth paying more for’ increased by 8% by the end of the campaign (38% pre-campaign)
• And the big one – 76% agreed they would be keen to order a paint sample after using the Colour Picker Tool.

Such was the success of the partnership a second phase is running and the Dulux Colour Picker Tool continues to live on Ideal Home.