To build a richer, deeper more colorful Sherwin-Williams story by connecting and collaborating through real-time social listening. To identify and create engaging content that inspires color confidence and supports the consumer's DIY journey. And to acquire user-generated content using #SWColorLove that can be shared back out to energize our followers.
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.
Key Features:
The Sherwin-Williams Twitter channel used a multi-prong approach toward content curation that included branded posts, influencer posts and shared UGC.
Unique hashtag (#SWColorLove) inspired our consumer, encouraged them to engage with us and made it easy for them to share their success along the way
Personalized community management encouraged tagging and resulted in Surprise and Delight with exclusive rewards
Leveraged social listening to identify trending conversations and engage influencers
Ran quarterly #SWColorLove Live Chats, co-hosted with industry partners
Our Color of the Year and Color of the Month content provides timely color trends
Follower growth in 2015 increased 24%
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
