Rust-Oleum Case Study

(re)Introduction to Rust-Oleum

Our Purpose: Rust-Oleum Gives People the Power to Change

Our Insight: People Aren’t Looking to Use Our Products. People Are Looking

to Improve Their Living Spaces

Our Strategy: Create 1,000 Projects That Inspire Consumers & Demonstrate

What Can Be Achieved with Rust-Oleum Products

Media Partners + Consumers + Professionals + Brand Projects

Conducted Fast Data Analysis to Identify Content White Spaces

64MM Queries 2.5MM Mentions

Bedroom

14%

Living Room Bathroom Kitchen Occasional

11% 11% 9% 8%

• Table

• Headboard

• Lamps

• Mirror

• Walls

• Furniture

• Centerpieces

• Walls

• Window

Treatments

• Mirrors

• Organizers

• Small Accents

• Walls

• Cabinets

• Countertops

• Cookware

• Appliances

• Walls

• Birthday Parties

• Tea Parties

• Easter

• Graduation

Patio Garage Deck Holiday Garden

• Race-Inspired

• Organizers

• Cabinets

• Hardware

• Garage Floor

• Furniture

• Restoration

• Small Accents

• Centerpieces

• Lighting

• Surface

Restoration

• Furniture

Restoration

• Wood Protection

• Small Accents

• Easter

• Graduation

• Kids’ Birthday

• Fourth of July

• Cookouts

• Small Accents

• Planters

• Fences

• Sheds

• Stones

• Party Decorations

• Small Accents

14% 9% 5% 8% 11%

Blueprint of Projects to Create and Feature

Rust-Oleum Leveraged Volumes of New Content

Rust-Oleum Leveraged Volumes of New Content

Rust-Oleum Created an Army of Project Enthusiasts

Leverage 1st Party Data Created to Keep

Enthusiasts Engaged, Project by Project &

Room by Room

1,000 Projects Took Rust-Oleum to New Heights

• 250 Million Project Impressions to date

• 3 Million Project Engagements

• 1 Million Person Interest-Based Retargeting Pool

• Supporting Retail Marketing

• Unit Sales +40% YOY

Thank you for your time!