Benjamin Moore: Scary good job

This case study describes how Benjamin Moore, a paint company in the USA, creatively targeted hard-to-reach contractors with branded content to launch their professional paint range Ultra Spec 500 and more than double expected sales.

Benjamin Moore: Scary good job

Campaign details

Agency: The Martin AgencyClient: Benjamin MooreCategory: Retail and Direct Sales

Executive summary

US paint company Benjamin Moore developed Ultra Spec 500 specifically for commercial paint contractors. To launch the product it needed to target contractors only so as not to cannibalise their other high-end ranges. Contractors are hard to target but research showed that they favour mobile video, an untapped channel. Benjamin Moore created a video of real professionals painting a haunted house overnight, to showcase the product while providing entertainment, and incentivised sales reps, stores and contractors...

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