The Sherwin-Williams community is passionate about bringing color to life. But, they search for more than pictures of perfectly painted rooms. They want inspiration. They seek validation. And they love to share their success. The #SWColorLove initiative answered all of that. This multi-channel tool was designed to collect, curate and celebrate user-generated photos of projects completed using Sherwin-Williams paints—and inspire more DIY victories to come.
To leverage the passion of our DIY community to make Sherwin-Williams the go-to brand for painting inspiration
Implementation:
Twitter Role: Connect with consumers in real time by using social listening to identify and provide relevant content or advice that engages, inspires and supports. Focus on encouraging inspiration through trending or brand-owned hashtags and partnerships. Engage with our favorite influencers to curate content they'll feel connected to. Twitter is also a place to encourage DIY expertise, answer all questions and solicit user-generated content through the use of #SWColorLove.
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.
Pinterest Role: Insert Sherwin-Williams into consumers' daily search for inspiration by optimizing content for search, engaging with DIYers and leveraging partners and influencers to disseminate branded content. Focus on inspiring consumers by sourcing content from influencers and partnerships. Also, focus on encouraging DIY expertise by being a leader within the DIY community and answering all questions with brand mentions, and by curating project-specific boards with tips, tricks and color inspiration.
Facebook Role: Be a hub for all customer service questions, product inquires and personalized project advice. Garner maximum reach by selectively posting content and supporting all posts with paid. Focus on selectively sharing timely posts that speak to color as well as our followers' shared interests. Also use Facebook posts as a CTA to encourage consumers to download S-W Color Selection Tools to explore and find color inspiration.
Key Features:
Content upload capability on every Sherwin-williams.com Color Detail Page. Compilation of all uploaded UGC goes into a moderated queue for review.
Unique hashtag (#SWColorLove) used on Twitter and Instagram to collect, request usage approvals for, and re-share the most inspiring and beautiful UGC back to our social channels
Personalized community management to encourage tagging and Surprise and Delight with exclusive rewards
Quarterly #SWColorLove Live Chats, co-hosted with industry partners
Our Color of the Year and Color of the Month content provides timely color trends
The user-uploaded photos collected via both the Sherwin-Williams website and the #SWColorLove hashtag, then subsequently shared back out across social channels, were among the top performing content in 2015.
