Glidden NFL Team Colors Fan Activation

•

Glidden is the only paint brand with authentic NFL colors, but awareness of the Home Depot product was low. We knew that NFL fans loved to show off their team pride, so we capitalized on this behavior by asking them to share photos for a chance to win Glidden paint in their favorite team's colors. Promoted social posts and a display takeover drove participation while capitalizing on important match-ups throughout the NFL season, and original DIY blogger content showed the paint in action.

Results over 3 months: 29.3MM+ impressions, 4.1MM+ social reach, 15.8K+ blogger video views, 7.2K+ promotion submissions, 20% increase in December product sales, and fueled strongest 6 months of sales in product history.