BEHR approached About.com because they wanted to advertise their outdoor paints to an engaged audience of home enthusiasts and connect with consumers around key moments of consideration.
About successfully married its data-driven roots with video and social best practices and BEHR's objectives to create a data visualization how-to that integrated BEHR outdoor paints. "Making it Mine" emerged as an immersive video experience with an artist who taps into the cultural zeitgeist. Drawing inspiration from mathematics, maps, and data, New York-based muralist, Ellie Balk, painted a data visualization map of Brooklyn on the door of a neighborhood brownstone using BEHR paints.
BEHR approached About because they wanted to advertise their outdoor paints to an engaged audience of home enthusiasts and connect with consumers around key moments of consideration.
About leveraged 20 years of proprietary data and insights to inform campaign flighting, develop a content program rooted in video and social, and target the campaign based on known behaviors of consumers.
About.com used consumer behavior insights and search query data as key indicators of consideration to inform BEHR campaign flighting. About's 1st party data uncovered that BEHR was overlooking a key consumer consideration time period by flighting their campaign in the spring. About's data showed that queries around paint and outdoor home projects spike well before the expected purchase cycle.
The internet is saturated with how-to content, and About and BEHR found a way to deliver a unique, breakthrough angle to deliver BEHR's message.
About married its data-driven roots with video and social best practices and BEHR's objectives to create a data visualization how-to that integrated BEHR outdoor paints.
About developed an immersive video experience with an artist who taps into the cultural zeitgeist. Drawing inspiration from mathematics, maps, and data, New York-based muralist, Ellie Balk, painted a data visualization map of Brooklyn on the exterior door of a neighborhood brownstone using BEHR paints.
The experience was extended to Facebook's new mobile Canvas product, making About one of the first content studios to leverage Canvas on behalf of an advertiser.
Activating Facebook Canvas extended the reach of the program by six-figures. About.com's 1st party data allows us and our partners to understand the About audience on-site and off-site. We used these insights to target with a granularity that is unique to About, which delivered relevance scores of 8 out of 10 (among Facebook's highest).
In addition to targeting on Facebook, About drove engagement with native distribution of the BEHR video content. Using About's in-house targeting and optimization tool, the program saw a CTR 2X the benchmark, proving that About & BEHR broke through the clutter and delivered a unique execution on how-to content, flighted at the right time and targeted to the right consumer.
