Rust-Oleum: Celebrating Real Instagrammable Transformations
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The century-old Rust-Oleum brand knows not every DIY project needs to live up to glorious Instagram perfection. They want consumers to give up FOMU (fear of mucking up) and celebrate real and impactful transformations brought about by a little elbow grease and some really great paint. Crowdsourced content, social listening and social marketing channels are helping the company target its many products much more tightly and efficiently to specific customer journeys and with messaging that celebrates everyday creativity.
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Rust-Oleum: Celebrating Real Instagrammable Transformations
- 2. 2 Go beyond the core to capture and inspire the next generation of DIYers. C A M P A I G N O B J E C T I V E :
- 3. 3 Segmentation revealed our opportunity market. They love DIY. But weren’t using spray. (At least not yet.) So, what’s standing in their way?
- 4. 4 +33% Millennials feel more pressure vs. older generations Social expectations +16% Expectations on others +10% Internal desire to be perfect In fact, they feel this pressure acutely.
- 5. 5 Doing a good job is a big deal. Because the things they make are a reflection of themselves, and their abilities.
- 6. 6 And when something they put their touch on isn’t good enough, it makes them feel like they’re not good enough.
- 7. 7 More than anything, they don’t want to m*ck up. T H E H U M A N P R O B L E M :
- 8. 8 FOMU**Fear of Mucking Up
- 9. 9 Notice > Always-on openness to new ideas Inspire > Actively browsing inspiration sources Do > Purchasing materials and conducting project Share > Posting on social channels Assess > Selecting the project and seeking “how to” information Open to inspiration, prefer what’s comfortable Inspired by spray project, skeptical of do-ability Committed and planning Getting ready, questioning skill level Hiccups arise: power through or drop out? Reaching the finish line Still considering alternatives Time to spray Progress! EmotionalScale THE SPRAY PAINT JOURNEY
- 10. 1 0 Notice > Always-on openness to new ideas Inspire > Actively browsing inspiration sources Do > Purchasing materials and conducting project Share > Posting on social channels Assess > Selecting the project and seeking “how to” information Open to inspiration, prefer what’s comfortable Inspired by spray project, skeptical of do-ability Committed and planning Getting ready, questioning skill level Hiccups arise: power through or drop out? Reaching the finish line Still considering alternatives Time to spray Progress! EmotionalScale Say yes to spray Set them up for success Celebrate the achievement THE SPRAY PAINT JOURNEY
- 12. Campaign Overview Pride in the Making Casting Call Video Social Videos (x4) Anthem Pride+Joy Banners (Standard and TWC)
Notas del editor
- They can’t help it. It’s psychological. And it’s generational. Unlike people who are older them, they are hyper conscious of how they are presenting themselves to the world. They’re hard on themselves. They would rather not do something at all than do it poorly. If they do it and do it wrong. They won’t want to do it again. https://www.usatoday.com/story/news/nation-now/2018/01/04/millennials-strive-perfectionism-more-than-past-generations/1002933001/
- They boundaries of what they can and can’t do shape their self concept.
- because when a project fails, you fail.
- More than anything, they don’t want to m&#k it up.
- More than anything, they don’t want to m&#k it up.
- We started to think about when and where these behavior occur for Mandy, so we looked at her spray paint journey. Like most DIYers like her, she has her ups and her downs. Her moment of confidence and of insecurity. As she moves from seeking inspiration to actively completing a project.
- We started to think about when and where these behavior occur for Mandy, so we looked at her spray paint journey. Like most DIYers like her, she has her ups and her downs. Her moment of confidence and of insecurity. As she moves from seeking inspiration to actively completing a project.
- More than anything, they don’t want to m&#k it up.