1) Glidden paint was facing declining sales and the risk of being dropped by its largest home improvement retailer. It launched a direct marketing campaign to turn things around.
2) The campaign centered around a free paint sample trial that was simple, just enough for consumers to test the product. This drove traffic to retail stores to purchase more paint.
3) The campaign was a success, receiving far more requests for the free trial than expected. It saved Glidden's relationship with the retailer and boosted sales by 31%.