AkzoNobel, the parent of outdoor paint brands Cuprinol, Dulux Weathershield and Hammerite, developed their first iOS app, Outspiration, to inspire and support home-DIY. They sought to raise awareness of the app's launch and to engage relevant bloggers to document a home-DIY project using it's functions and features.
We first identified thirty-four bloggers from a variety of categories who had previously shared DIY projects with their readers, including those who had expressed an affinity for, and past use of, the brands associated with the app. Bloggers were to be sponsored to review Outspiration by describing and illustrating its features throughout an outdoor home-DIY project of their choice and be each provided with a voucher to purchase any required materials and paint. A display banner campaign was to also selectively run for two weeks across relevant verticals in order to extend awareness of the staggered content and app activity.
The diversity of content and DIY projects exceeded the Client's expectations. Every blogger completed a project using at least one of the paint brands associated with the app and each showcased various aspects and functions that particularly appealed to them during the process. In keeping with the campaign's purpose, many readers stated that they were inspired by the projects they had seen illustrated and expressed a desire for future DIY with the help of Outspiration. Get in touch to discuss the blog reach, banner performance, social media exposure, comments and sentiment, clicks and engagement in more detail.