Campaign details

Brand: Dulux
Brand owner: AkzoNobel
Lead agency: MediaCom
Country: Russian Federation
Industries: Home improvement
Media channels: Search marketing
Budget: No budget

Executive summary

Online sales is a new channel for the DIY category, and one that is much easier to grow for a brand. The initial goal was to capitalise on what seemed like a growing interest in the DIY category and find ways to make paint brand Dulux grow at a faster rate than our competitors.

One of the most popular scenarios when making an e-purchase is a visit to the retailer's online store. The 'search on site' form is a key feature, which helps shoppers, find product cards/pages. The first three positions of an internal site search results have a 48% chance of adding a product to the cart. The main campaign objective of the campaign was to increase sales of Dulux products via e-tailer OBI, which sits in second place in the DIY category in Russia.