Rust-Oleum Case Study
Rust-Oleum Case Study
(re)Introduction to Rust-Oleum
Our Purpose: Rust-Oleum Gives People the Power to Change
Our Insight: People Aren’t Looking to Use Our Products. People Are Looking to Improve Their Living Spaces
Our Strategy: Create 1,000 Projects That Inspire Consumers & Demonstrate What Can Be Achieved with Rust-Oleum Products
Media Partners + Consumers + Professionals + Brand Projects
Conducted Fast Data Analysis to Identify Content White Spaces
64MM Queries
2.5MM Mentions
Blueprint of Projects to Create and Feature
• • • • •
• • • • • •
14%
11%
Bedroom
Living Room
Table Headboard Lamps Mirror Walls
• • • •
11% Bathroom
Furniture Centerpieces Walls Window Treatments
• • • •
Mirrors Organizers Small Accents Walls
• • • • •
9%
8%
Kitchen
Occasional
Cabinets Countertops Cookware Appliances Walls
• • • •
Birthday Parties Tea Parties Easter Graduation
14%
9%
5%
8%
11%
Garden
Patio
Garage
Deck
Holiday
Planters Fences Sheds Stones Party Decorations Small Accents
• • • • •
Furniture Restoration Small Accents Centerpieces Lighting
• • • • •
Race-Inspired Organizers Cabinets Hardware Garage Floor
• • • •
Surface Restoration Furniture Restoration Wood Protection Small Accents
• • • • • •
Easter Graduation Kids’ Birthday Fourth of July Cookouts Small Accents
Rust-Oleum Leveraged Volumes of New Content
Rust-Oleum Leveraged Volumes of New Content
Rust-Oleum Created an Army of Project Enthusiasts
Leverage 1st Party Data Created to Keep Enthusiasts Engaged, Project by Project & Room by Room
1,000 Projects Took Rust-Oleum to New Heights • • • • •
250 Million Project Impressions to date 3 Million Project Engagements 1 Million Person Interest-Based Retargeting Pool Supporting Retail Marketing Unit Sales +40% YOY
Thank you for your time!
(re)Introduction to Rust-Oleum
Our Purpose: Rust-Oleum Gives People the Power to Change
Our Insight: People Aren’t Looking to Use Our Products. People Are Looking to Improve Their Living Spaces
Our Strategy: Create 1,000 Projects That Inspire Consumers & Demonstrate What Can Be Achieved with Rust-Oleum Products
Media Partners + Consumers + Professionals + Brand Projects
Conducted Fast Data Analysis to Identify Content White Spaces
64MM Queries
2.5MM Mentions
Blueprint of Projects to Create and Feature
• • • • •
• • • • • •
14%
11%
Bedroom
Living Room
Table Headboard Lamps Mirror Walls
• • • •
11% Bathroom
Furniture Centerpieces Walls Window Treatments
• • • •
Mirrors Organizers Small Accents Walls
• • • • •
9%
8%
Kitchen
Occasional
Cabinets Countertops Cookware Appliances Walls
• • • •
Birthday Parties Tea Parties Easter Graduation
14%
9%
5%
8%
11%
Garden
Patio
Garage
Deck
Holiday
Planters Fences Sheds Stones Party Decorations Small Accents
• • • • •
Furniture Restoration Small Accents Centerpieces Lighting
• • • • •
Race-Inspired Organizers Cabinets Hardware Garage Floor
• • • •
Surface Restoration Furniture Restoration Wood Protection Small Accents
• • • • • •
Easter Graduation Kids’ Birthday Fourth of July Cookouts Small Accents
Rust-Oleum Leveraged Volumes of New Content
Rust-Oleum Leveraged Volumes of New Content
Rust-Oleum Created an Army of Project Enthusiasts
Leverage 1st Party Data Created to Keep Enthusiasts Engaged, Project by Project & Room by Room
1,000 Projects Took Rust-Oleum to New Heights • • • • •
250 Million Project Impressions to date 3 Million Project Engagements 1 Million Person Interest-Based Retargeting Pool Supporting Retail Marketing Unit Sales +40% YOY
Thank you for your time!
