Benjamin Moore is using OOH near big-box retailers to say their paint isn’t there, encouraging people shop local
Benjamin Moore is looking to educate new homeowners on where to find its paint — which isn’t as obvious as it sounds, since the brand is only available at small businesses and local retailers. The 140-year-old brand is using out-of-home, print, display ads and influencer partnerships to not only build brand awareness but also make it clear that its products are not available at big-box retailers.
“Fifty percent of people don’t realize Benjamin Moore is only sold at local stores,” said Meredith Kinsman, vp of brand and digital marketing at Benjamin Moore. “People go to big-box retailers and think they can get Benjamin Moore paint and they get frustrated when they can’t. We wanted to make sure people understand where we’re sold. We support independent, local retailers only. Buying paint can be complicated. You need someone in the store to answer your questions.”
Initially, the brand used what it called an “infiltration” approach to this shop-local marketing effort by putting hidden messages in content that the brand would post on its social platforms and in partnership with influencers. For example, an artful photo of a room initially looked like just that, but at second glance viewers might have noticed a painting in the photo with the phrase “Benjamin Moore paint is only sold at locally owned stores” on it.
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Source:: Digiday
