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).
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 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.
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