Valspar: Putting Digital At The Heart Of A Brand Launch

Version 5.0

Set out to create a consumer desired brand of paint available only at Lowe’s

Two People Involved

“I want my room to be….

…Relaxing …Tranquil

…Energizing …Peaceful

…Warm …Comforting”

“I want to be proud of a job well done …something I can show to my family and friends”

A Beautiful Home A Beautiful Job Real anxiety over performance and beauty

A Paint Brand That Understands My Needs

High Performance Beauty

Beauty And Durability Only Nature Can Rival.

TV

NOV DEC JAN FEB MAR APR MAY JUN JULY AUG SEPT OCT

Aw

are

ness TV Brand Awareness

PRINT Brand Awareness

Eng

ag

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ONLINE Brand Interaction

EXPERIENTIAL USTA

PR Brand Launch News Brand & USTA News

WEB Worldclass Site – the Ultimate Brand “touchpoint”

INSTORE Educating Paint Buyers & Differentiating Valspar vs. Signature Colors

EMPLOYEES Educate on Brand Launch

Tier 1 Craftsman Tier 1 Valspar WebsiteTier 1 Living Room Color Tier 1 ValsparTier 1 Off-line Media Tier 1 MisspellingsTier 1 Victorian Tier 2 BrandTier 1 Historic Tier 2 American TraditionsTier 1 Kitchen Color Tier 2 Top Interior PaintTier 1 Interior Color Tier 2 VirtualTier 1 Bedroom Color Tier 2 Signature PaintTier 2 Bathroom Color Tier 2 Online PainterTier 2 Tudor Tier 3 Top Wall paintTier 2 House Paint Tier 3 Top PaintTier 2 Kitchen Tier 3 Top Semi-GlossTier 2 Exterior Color Tier 3 Interior PaintTier 2 Paint Color Tier 3 Exterior PaintTier 2 Bedroom Tier 3 Paint StoreTier 2 Choose Color Tier 4 RetailTier 3 Dining Room Tier 4 Paint ManufacturerTier 3 Living Room Tier 4 DuramaxTier 3 Brand Awareness Tier 4 Tips/ TechniquesTier 3 Interior Design Tier 4 How toTier 3 Home Office Tier 4 Mold/ MildewTier 3 Interior Paint Tier 5 CostTier 3 Exterior Paint Tier 5 PrimerTier 3 Sun Room Tier 5 Paint ToolTier 4 Home/ HouseTier 4 Bathroom NEW BrandTier 4 Federal Greek NEW Faux Paint/ TipsTier 4 Decorating NEW How to ColorTier 4 Paint Pictures NEW Valspar ProductsTier 4 Paint DetailsTier 4 ContemporaryTier 5 TraditionalTier 5 Cape CodTier 5 RusticTier 5 CeilingTier 5 Paint TypesTier 5 Colonial RevivalTier 5 Theater PaintTier 5 Sitting RoomColorBlog BeehiveColorBlog ColorColorBlog Color BuzzColorBlog Decoration/ DesignColorBlog InspirationColorBlog PaintColorBlog SeasonalColorBlog Valspar Blog

NEW ChildNEW Paint Samples

Aircover MODTier 1 Craftsman Tier 1 Valspar WebsiteTier 1 Living Room Color Tier 1 ValsparTier 1 Off-line Media Tier 1 MisspellingsTier 1 Victorian Tier 2 BrandTier 1 Historic Tier 2 American TraditionsTier 1 Kitchen Color Tier 2 Top Interior PaintTier 1 Interior Color Tier 2 VirtualTier 1 Bedroom Color Tier 2 Signature PaintTier 2 Bathroom Color Tier 2 Online PainterTier 2 Tudor Tier 3 Top Wall paintTier 2 House Paint Tier 3 Top PaintTier 2 Kitchen Tier 3 Top Semi-GlossTier 2 Exterior Color Tier 3 Interior PaintTier 2 Paint Color Tier 3 Exterior PaintTier 2 Bedroom Tier 3 Paint StoreTier 2 Choose Color Tier 4 RetailTier 3 Dining Room Tier 4 Paint ManufacturerTier 3 Living Room Tier 4 DuramaxTier 3 Brand Awareness Tier 4 Tips/ TechniquesTier 3 Interior Design Tier 4 How toTier 3 Home Office Tier 4 Mold/ MildewTier 3 Interior Paint Tier 5 CostTier 3 Exterior Paint Tier 5 PrimerTier 3 Sun Room Tier 5 Paint ToolTier 4 Home/ HouseTier 4 Bathroom NEW BrandTier 4 Federal Greek NEW Faux Paint/ TipsTier 4 Decorating NEW How to ColorTier 4 Paint Pictures NEW Valspar ProductsTier 4 Paint DetailsTier 4 ContemporaryTier 5 TraditionalTier 5 Cape CodTier 5 RusticTier 5 CeilingTier 5 Paint TypesTier 5 Colonial RevivalTier 5 Theater PaintTier 5 Sitting RoomColorBlog BeehiveColorBlog ColorColorBlog Color BuzzColorBlog Decoration/ DesignColorBlog InspirationColorBlog PaintColorBlog SeasonalColorBlog Valspar Blog

NEW ChildNEW Paint Samples

Aircover MOD

48 Air Cover Ad Groups & 28 MOD Ad Groups

Over 13,000 keywords in the Air Cover Ad Group

Over 3,000 keywords in the MOD Ad Group

Approximately 17,000 keywords in the campaign

48 Air Cover Ad Groups & 28 MOD Ad Groups

Over 13,000 keywords in the Air Cover Ad Group

Over 3,000 keywords in the MOD Ad Group

Approximately 17,000 keywords in the campaign

wareness Digital

The Fastest Growing DIY Brand In America

In the last year, overall awareness

grew 31% while unaided

awareness grew 150% After two years, reputation scores are

on par with Behr, Sherwin Williams, and Benjamin Moore

Market share grew 35% last year