savana - re-energize through color
The project
In the bleakest of times, savana paints brought colour in the lives of people stuck inside their homes, by using native Instagram content to inspire fans to change the landscape by changing their walls.
Objective
Launch the Instagram account of the savana brand as an inspiration platform that encourages fans to have a more creative perspective on home decoration.
Strategy
Instagram is mostly a showcase of places and activities that have been restricted by the pandemic. To be relevant, savana’s content had to be a fresh take on the new reality, authentic and optimistic, not a mere throwback with FOMO inducing photos.
We realized that when you are stuck inside, you grow tired of seeing the same walls. The solution was to change the landscape by changing the walls.
Approach
savana’s goal is to encourage people to redecorate their walls more often. To overcome the mental barrier that you need either professional help or artistic talent to do this, the brand decided to prove how easy it is to paint and that anyone can be creative with savana paints, stencils and a bit of inspiration.
savana walked the talk with the help of musicians and influencers Speak and Ștefania – who became famous for their adventurous spirit in the Asia Express TV show but had no connection with DIY projects. The power couple was challenged to redecorate their home to resemble places they miss the most. They turned the task from work into play and achieved beautiful results, in spite of their lack of experience.
The influencers filmed their project, and this became a mini-series with 3 episodes posted on savana’s Instagram TV channel. Speak teased each episode with a story posted on his IG account.
Results
The campaign inspired and engaged the target audience and proved that authentic native content – 3 long-form videos, several posts and original stencils, downloadable through savana’s Instagram account – is the key to success, even in the darkest of times.
