Objective:
Dulux, a trusted name in the paint industry, set out to stay ahead in a fast-changing market. With first impressions becoming increasingly important to homeowners, Dulux aimed to position itself at the forefront of the 2023 Pinterest Predicts Home Front trend. The goal? Drive awareness, engagement, and consideration for their Weathershield paint product while tapping into the growing interest in curb appeal and front door transformations.
Approach:
Recognizing the power of Pinterest trends, Dulux secured the Pinterest Predicts Home Front trend badge, granting them exclusive association with the trend in Australia. This partnership allowed Dulux to connect with high-intent users inspired by searches for "front door transformations" and "foyer entryway décor ideas."
To test the impact of the Trend Badge, Dulux created ad variations—with and without the badge's border. The results were clear: ads featuring the badge delivered a significant boost in visibility and engagement, proving the badge's value as a game-changer in campaign performance.
Dulux adopted a multi-objective strategy, pairing inspirational creative with targeted campaigns to drive awareness and product consideration. Their visually striking ads highlighted the transformation potential of Weathershield paint, appealing to a broad audience of homeowners planning their next project.
Results:
The campaign exceeded expectations, demonstrating how Dulux successfully aligned with Pinterest trends to connect with their audience:
+23% higher ad recall for ads with the Trends Badge compared to other creatives.
+21% higher clickthrough rate, outperforming internal benchmarks.
+1.6-point lift in action intent, encouraging homeowners to choose Dulux for their projects.
Shaping the Future of Curb AppealBy leveraging Pinterest search insights, Dulux tapped into a growing interest in home improvement and first impressions. Their campaign perfectly aligned with user intent, driving engagement and consideration while positioning Dulux as a leader in home transformation.
Through a combination of innovative ad formats, data-driven targeting, and trend-driven creativity, Dulux showed how legacy brands can stay relevant in a competitive market by connecting with the aspirations of their audience.
Reference:
Pinterest Business, Dulux Success Story, available at: https://business.pinterest.com/success-stories/dulux/ [Accessed 14 January 2025].
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