We launched the campaign solely on social media where millennial DIYers are already looking for project inspiration. To show them how easy spray paint can be, we used real spray paint-savvy makers and their projects from across the country in all of our content.
 To launch the campaign, we turned the Rust-Oleum Instagram account into a curated content hub. Clicking any square of the campaign breaker grid (at bottom below) would play the Anthem video (above).
 And thanks to a popular de-cluttering movement, we saw an opportunity to bring pride into a bunch of discarded junk. Featuring three popular DIY influencers, we launched  Pride + Joy  as an  IGTV content series  that showed people how easy it is to turn all of that stuff that didn’t “spark joy” for others into a source of pride for themselves.
Screen Shot 2019-09-20 at 10.52.53 AM.png
Screen Shot 2019-09-30 at 2.09.52 PM.png
prev / next