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Sherwin-Williams

Inspiring Care for Communities

Categories: Home & Design Retail

Challenge

During the annual Sherwin-Williams National Painting Week, company employees team with deserving nonprofits and business partners to protect and beautify homes, neighborhood spaces and landmarks, giving back to the communities they serve while providing color inspiration for consumers. Each year, we are challenged to find new ways to tell this feel-good story in order to keep employees engaged, media interested and consumers inspired.

Idea

Focus the campaign on good corporate citizenship to showcase the efforts Sherwin-Williams employees make in the 4,000+ communities they serve. Knowing that millennials prefer to spend at companies that do good, we aimed for a unifying week with one unifying message: Inspiring care for communities.

Sherwin-Williams partnered with local chapters of the Boys & Girls Clubs of America and Canada, Rebuilding Together, Ronald McDonald House Charities, and Homes for our Troops to help source painting projects. After selecting more than 100 newsworthy efforts, we pitched tailored media alerts for each, which drove coverage in local markets across North America. Millennial-reaching DIY bloggers were recruited to complete projects in their communities and share results on their blogs and social channels. Professional painters and design partners also lent a hand, creating relevant content to trade media as well.

To round out the campaign, we conducted propriety research focused on the importance of color and employed a color psychologist to interpret the findings for national media. And for the first time, we asked consumers to get involved by “donating” their digital color to help Sherwin-Williams donate more paint to brighten communities.

Results

In Sherwin-Williams’ most successful National Painting Week yet, more than 4,500 volunteers from over 3,000 stores completed more than 250 projects to make a difference in communities in both the U.S. and Canada. The campaign garnered 3,440 media placements and more than 500 million earned media impressions, reaching a wide variety of audiences, including the younger demographic. All this helped to highlight Sherwin-William’s commitment to the community, drive traffic to stores and lift sales in the ever-important spring renovation season.

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