Benjamin Moore is going after its large fan base—and new customers—with a $15 million campaign, of which 76% is earmarked for social networking.
The campaign centers on eight top design and paint industry experts who may not be household names, but are experts recognized and respected in the design world, like Jamie Drake, whose clients include New York Mayor Michael Bloomberg and Superstar Madonna.
This month, print ads of the eight with the headline “Paint with the Very Best” will appear in “Elle Décor,” “House Beautiful,” “Country Living,” “Real Simple” and “Traditional Home,” as part of a regional buy that includes New York, Boston, Chicago, D.C. and San Francisco. Following up in June, September and October the ads will also appear in the same publications. All of the print ads drive readers to the Facebook page.
As for Facebook, Benjamin Moore plans to aggressively use the social networking site and Twitter (@Benjamin_Moore) to connect passionate brand customers and potential customers with the eight experts in the “Expert Exchange.” Other experts will regularly join the site to participate. Since the print ad appeared earlier this month Facebook fans have grown from 5,000 to 15,600.
“Benjamin Moore is aware that both its loyal and future customers are connecting to its brand and to each other through social networks,”Nick Harris, senior marketing manager at Benjamin Moore said. “Over the last 18 months, we have built a robust presence on Facebook and Twitter, and this campaign allows us to expand our outreach to even greater numbers.”
The experts will also appear in videos at the site and in an “Ask the Experts” tab allowing consumers to directly interact with the experts, who will also show off their portfolios of work.
An “Events Tab” will help direct consumers to local retailer programs, sales events and other in-store activities.
Benjamin Moore said that its competitors typically outspend it on TV ads and that it is banking on power of social networking and the print ads to up its market share, which stands at under 10%.
Cramer-Krasselt/New York, which has worked with Benjamin Moore since 2006, developed the creative. A PR campaign also supports the program
A Canadian version of the campaign also begins this month.
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