Audience
• Committed “Do-It-Yourselfers” who embrace their own expertise.
• DIYers who are serious about painting and home improvement, taking enormous pride in their work and their home, celebrating their own “Moments of Expertise.”
• DIYers who often shop at Home Depot and Lowe’s for paint but aren’t committed to these stores, and usually prefer to shop at specialty stores.
• DIYer Demographics: 31M of the U.S population, 47% Female / 53% Male, Age 25-54, HHI $75K+
Goals
• To create an integrated concept that would encourage users to equate its brand tagline “Ask Sherwin Williams” with the brand’s expertise in choosing the perfect color for home painting projects.
• To partner the expertise of Condé Nast’s properties with that of Sherwin-Williams to create engaging content that covers the passion points of food, fashion, beauty, and kids—while seamlessly integrating Sherwin-Williams.
• To communicate directly to the “Do-It-Yourself” customer.
• To celebrate the concept of color across CND’s passion points and tie it back to the Sherwin Williams objectives.
• To generate excitement.
