Benjamin Moore “Paints The Town Mobile” to Drive Retail Traffic

GOAL

Create a campaign that would build brand awareness and drive foot traffic to retail locations in select metropolitan cities.

SUMMARY

Strong Call to Action

The campaign featured engaging banners that led to a landing page where consumers had the option to locate stores that sold Benjamin Moore paint. Users could then view a map that would identify all nearby locations, ranging from Ace Hardware to local mom and pop stores.

Unique Mobile Offers

As part of the creative, users could also choose to receive a coupon for either $5 off a Benjamin Moore purchase, or a free pint color sample. The coupon would then be sent to the user via SMS text message, where they could show it to participating retailers for redemption.

Smart Targeting

The ads targeted consumers in Benjamin Moore’s top markets, with a special emphasis on reaching channels like “home improvement.”

RESULTS

• Consumer engagement rate was more than double the network’s average for home furnishings.
• The campaign produced unique analytics for Benjamin Moore on consumer behavior around couponing.