Exploring the power of colour with Dulux Trade

Exploring the power of colour with Dulux Trade

The Brief

In 2018, we started on a journey with Dulux Trade with the ambition to change how people think and feel about paint.

Dulux Trade knew that colour had the power to affect how we felt in our homes, workspaces, schools, and in hospitality.

Our brief was to position them as thought leaders in colour and design, showcasing the support they can offer professionals to create spaces that foster a greater sense of wellbeing, making them an earlier part of the specification journey.

Think

Dulux Trade are expertise in colour and design.

Feel

Dulux Trade offers the colour, design and product support I need for my projects.

Do

Bring Dulux Trade into the specification process at an early stage.

Results

We began by talking to professionals both directly and through their trusted press, to help them understand the power of colour on occupant centred design.

We hosted an industry wide seminar in partnership with RIBA Journal to gain broad awareness; before taking a targeted approach tailored to the needs of professionals working in individual sectors that ensured Dulux Trade gets cut through in their priority markets building awareness.

We developed and launched a dedicated Occupant Centred Colour & Design hub on the Dulux Trade website, creating a microsite structure, undertaking research and developing SEO optimised content to ensure Dulux Trade ranks highly for key search terms across relevant sectors.

With the hub launched, our approach for every sector followed a similar journey, with sector specific case studies, expert comments and news stories showcasing the outstanding work the Dulux Trade experts do, driving traffic and ultimately generating leads.

Together with the Dulux Trade team and inter-agency partners, we've captured the attention of our carefully defined audience groups, driving meaningful 1-2-1 connections, that ultimately build a sales pipeline for the business.