Dulux - Colour of the Year 2018 The colour of creativity - PRISM AWARDS ENTRY CATEGORY: prisa
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Dulux – Colour of the Year 2018 The colour of creativity PRISM AWARDS ENTRY CATEGORY: Consumer PR for an existing product
Summary:
The Dulux #CF18 campaign was the most This campaign was successful in positioning paint
successful colour announcement campaign in the as a lifestyle choice, driving the message that
company’s history, proving consumer colour choices buying paint is influenced by the different lifestyle
are largely influenced by day-to-day lifestyle. niches that resonate with consumers.
The three month campaign (13 September – FleishmanHillard was tasked with announcing the
13 December 2017) was a socially-led integrated Dulux 2018 Colour of the Year (COY), and the
approach across digital and social media, new Colour Futures (CF) 2018 palette.
amplified by PR efforts.
Statement of Opportunity:
For 15 years, Dulux has been telling the story
of how global trends research translates into
paint colours for the home with the annual
announcement of the Dulux Colour of the Year.
Together with the supporting ColourFutures™
palettes, this has become a highlight on the
interior design calendar, launching the summer
season and providing designers with inspiration
for the year ahead.
As an existing campaign that is re-launched
every year, the opportunity existed to launch the
2018 Dulux Colour of the Year in South Africa in
a new and unexpected way – one that did not
mention paint at all, but rather focused on the
effect of colour.
Dulux - Colour of the Year 2018 2
RESEARCH
Sector:
To ensure that the campaign was relevant for the
South African audience, we conducted an online
analysis of the colour related conversations
happening on social media in South Africa over
the last year.
Our research found that audiences who were
talking about colour online had strong affinities
to the following categories:
- Interior Decorating
- Cooking and Food
- Fashion and
- Technology
This insight formed the basis of our communications
approach. We leveraged off these affinities and
positioned Dulux ColourFutures 2018 as an essential
consideration in the South African household.
We also conducted a media audit with 10 key décor
and lifestyle titles to gauge potential interest in
the COY launch and found that most of Dulux’s
targeted media were not receiving frequent or
informative content from Dulux, nor did they
know who to contact for press content.
Dulux - Colour of the Year 2018 3
PLANNING
About the Colour of the Year: Approach:
• The 2018 Dulux Colour of the Year is • Create an interactive experience to give media
“Pictured Rocks”. personal contact with the Dulux brand.
• Pictured Rocks is a subtle and warm tone • Partner with online influencers based on the
of grown-up pink that draws from the tactile four identified affinities to create experiences
qualities of natural wood and leather, around colour that are not limited to paint or
conveying comfort and ease in response to interior décor, and that resonate on a personal
consumers wanting to nestle down more and level with the bloggers.
create a “welcome home” in the midst of
unpredictable times.
Objectives :
• Introduce Dulux Colour of the Year 2018 to
media and consumers across traditional and
digital channels.
• Position Dulux as a trend-setting lifestyle brand.
• Increase Dulux share of voice against their
biggest competitor (Plascon) in earned editorial
coverage by 20%.
Dulux - Colour of the Year 2018 4
EXECUTION
Your ColourFutures™ Quiz:
To drive excitement for the launch, we invited media to complete the Dulux ‘Your ColourFutures™’ quiz
online to determine their colour persona and which of the four ColourFutures palettes was best suited to
their home.
Media Launch:
• We hosted a high tea at the Westcliff Hotel in
Johannesburg for 13 key media.
• The venue was specifically chosen for its décor
aesthetic which included a natural wood table
and copper cutlery to match the Pictured Rocks
palette.
• The event provided a relaxed and intimate
environment for media to participate in
conversations with the Dulux Colour Expert,
Palesa Ramaisa.
Media Gifts:
• The media gifts were themed around the
Food and Interior Decorating affinities.
• Along with necessary press materials, media
were given macarons which were colour
matched to the COY palette, and a blank
canvas, paint brushes, and paint samples from
the COY palette.
Dulux - Colour of the Year 2018 5
EXECUTION
Social media:
• The influencer campaign focused on bringing the 2. Fashion
main audience affinities to the fore. Fashion blogger Amy Scheepers (aka Fancypants)
• With the knowledge that online influencers have drew inspiration for a stunning new look from the
the power to affect the purchase decisions of new colour of the year. She also shared her look
others because of their (real or perceived) and her inspiration on her social media platforms
authority, knowledge and relationship with and blog.
consumers and brands, we identified four key
bloggers whose niche content aligned to each 3. Interior Decorating
one of the themes, and challenged them to Lifestyle platform, The Pretty Blog, styled a room
interpret their ColourFutures™ palette creatively using the new colour palette. They also ran a
through their niche. competition in which one of their followers could
win a mini home makeover using the new Dulux
1. Food Colour of the Year.
Blogger Kate Williams of top South African food
blog TheKateTin.com baked a cake covered in icing 4. Technology
and sprinkles inspired by the colour of the year. Technology influencers MensStuff and WomenStuff
She shared pictures across her various social used the Dulux Visualizer App to digitally transform
platforms as well as the recipe and inspiration for a room using the COY 2018 palette. They also
her cake design on her blog. encouraged their readers to do the same on their
online platforms.
Dulux - Colour of the Year 2018 6
Online Coverage:
Dulux - Colour of the Year 2018 7
EVALUATION
Metrics:
Total Reach to Date: 1,300,000 Blogger Engagement Competition: 1,519
Blogger Campaign Reach: 163,818 Engagement Rate: 3,15% ( )
Industry Average
is 0.5% – 0.99%
Results: Media Feedback:
Social Media “It was incredible, everything from the venue to
• Dulux trended on Twitter on the day of the the menu. Quite informative as well – got some
media launch. valuable info and insights into the Dulux brand and
• Social media posts from the brand combined how everything came to life for this year’s Colour
with the blogger activation reached in excess Future 2018.”
of 1,300,000 users with the blogger campaign Aqsa Qureshi - Caxton
contributing to 163,818 of that.
• The blogger-hosted competition on the “I loved the event. I enjoyed making contact with
Pretty Blog garnered 1,519 engagements. the Dulux folk so that I know my point of contact
next time I need info. I found it very informative and
Overall very interesting to understand the process behind
• We achieved a 42% share of voice for Dulux selecting colour trends.”
in October (the month following the launch), Lisa Witepski - Freelancer
which was a 20% increase from August.
• Through our integrated approach, Dulux was “Everything, from the setting, to the talk, to the gift
able to tap into the insight around audience bag, was lovely and well-considered. Meeting everyone
affinities in relation to colour and reach in a relaxed environment, and learning something
new audiences. new and interesting was a highlight.”
• By appealing to these affinities, we were able Guinevere Davies - SA HomeOwner
to generate engaging content and the Dulux
conversation took on a completely different
form for the first time in campaign history.
• In addition to achieving significant coverage
and social media metrics we are especially
proud of creating conversations about the
ColourFutures™ trends report in environments
where they would not normally happen, such
as lifestyle media like The Citizen, Rapport and
The Witness newspapers, national radio station
MetroFM, online radio station CliffCentral, as
well as various food, fashion and tech blogs.
Dulux - Colour of the Year 2018 8
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