Each year LSU's senior class participates in the American Advertising Federation's National Student Advertising Competition. This year's sponsor was the Glidden Paint Brand.
Glidden asked us to create a digital campaign for Glidden at Walmart,
with a $10 million budget; targeting DIYers who already shop at Walmart.
We knew that Glidden and Walmart couldn't compete with the color inspiration advertisements of Behr and Valspar, so we decided to focus on the convenience Walmart provides Glidden customers.
Throughout the year we developed the #SoClose campaign. #SoClose moments are those times where you do everything right and the results come out great, but plans change and life gets in the way. For moments like this, Glidden at Walmart is right around the corner to help get you going again.
I served as a Brand Strategist and the Lead Art Director for this campaign.
The commercials below show examples of a #SoClose moment and will help kick off the campaign on cable networks like Oxygen, Lifetime, HGTV, DIY Network and the Food Network.
This commercial will help kickstart the #SoClose campaign on video sites like YouTube and Hulu. Glidden will ask their audience to share their #SoClose moments through Facebook, Twitter, Instagram and Vine, using the hashtag. Tagged videos and images may be used in Glidden's next online commercial series.
The #SoClose campaign would also be accompanied by a #SoClose contest. Glidden customers would be able to win $1,000 to spend at Walmart when they submit their own #SoClose moments on Glidden's #SoClose microsite. Submissions will be turned into blog post that can be shared video Facebook, Twitter, and Pinterest.
The microsite homepage would feature a mosaic collage of all the submitted and tagged pictures and videos. By searching their Twitter, Pinterest or Instagram handles, users could see where they fit into Glidden.
Google Adwords would allow us to target Glidden ads towards users searching for instructions on how to paint a dress or advertise to Google customers searching for makeup tutorials, cat videos or recipes.
This ad is targeted towards do-it-yourselfers who also have interest in beauty treatments.
This ad targets users who Google makeup tutorials.
We would also place targeted advertisements on Facebook, Twitter, and Walmart's website to draw current Walmart shoppers to the microsite.
Foursquare users would be reached by offering $5 coupons on gallons of Glidden at Walmart.
Billboards around select Walmarts would show #SoClose moments and direct commuters to the nearest shopping center.
For In-store aspects, we would use the Walmart Smart Network to lead shoppers to the DIY section.
Aisles next to the DIY section would have sensors that trip a 3D light projection of paint spilling and interacting with nearby customers.
In the Glidden aisle, customers would be able to experience their own #SoClose moment and share it with their friends.
