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Special Project

Special Project
From the 8th Annual Shorty Awards

Share your #SWColorLove

Entered in Social Media Tool


Our DIY painting community not only loves seeing how other homeowners use color. They love to show off their own choices. The #SWColorLove hashtag lets them do both. This hashtag, leveraged on Instagram and Twitter, created a continuous loop of content—from user to brand and back again. It drove an endless stream of inspiration for bloggers, influencers and DIYers alike. And it gave Sherwin-Williams some of its top-performing social content of 2015.

Strategy and Execution

Create a hashtag for our DIY community that enabled and encouraged photo sharing of finished projects that feature Sherwin-Williams paint.


The Sherwin-Williams communities are full of fans who love to share what inspires them—as well as the results of their inspiration. To connect with our community, highlight their great creativity and drive submissions to the new Color Detail pages, Resource/Ammirati executed a week-long initiative that highlighted UGC across social media channels. Through the use of the hashtag #SWColorLove and Yes! Tags, the team captured* UGC from our community throughout the year—and it became some of the best-performing content on our social channels. (*All methods complied with the most recent FTC Guidelines.)

Key Features:

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


The user-generated photos collected with the #SWColorLove hashtag, then subsequently shared back out via social channels, were among the top performing content in 2015. UGC content was also shared outside of social channels to continue to inspire our communities


Entrant Company / Organization Name

Resource/Ammirati, Sherwin-Williams


Entry Credits