To connect and collaborate with our community through the sharing of authentic, inspirational content. We use this channel to connect with DIYers and designers, because the Sherwin-Williams paint story truly comes to life only after our paint is on their walls.
To activate and grow the Sherwin-Williams community through outreach, influencer partnerships and regrams of the most inspiring home beautification content.
Implementation:
Instagram Role: Connect with the design and DIY community through authentic photos and short videos that tell the Sherwin-Williams story. Focus on color and feature inspirational/aspirational imagery. Amplify the existing S-W community through outreach as well as frequent regrams. Focus on being an inspiration for our users, and color trends and beautiful UGC content through our #SWColorLove campaign.
Key Features:
The Sherwin-Williams Instagram channel used a multi-prong approach toward content curation that included branded posts, influencer posts and shared UGC. In the end, what we love became what they love, so the community felt a sense of ownership in the brand look and feel.
Unique hashtag (#SWColorLove) used to collect, request usage approvals for, and re-share the most inspiring and beautiful UGC back to our community
Personalized community management encouraged tagging and resulted in Surprise and Delight with exclusive rewards
Our Color of the Year and Color of the Month content provides timely color trends
Highlighted new Sherwin-Williams colors and the Colorsnap® System with original photography
Follower growth in 2015 increased 131%
The user-uploaded photos collected via the #SWColorLove hashtag, then subsequently shared back out across social channels, were among the top performing content in 2015
