Democracy helped Dulux, the UK’s leading paint brand, completely overhaul its comms during the Covid-19 pandemic. The aim was to bring colour to people’s lives in lockdown in a way that supported the national message of ‘stay at home’.

Readers reached via the press
Share of voice across all media
of digital coverage linked to Dulux UK Instagram

The Challenge

With so many people at home, consumer demand for paint spiralled. Dulux needed to harness the nation’s desire to decorate in a way that was sensitive to the need to stay at home and not head to DIY stores to buy paint if you didn’t need to.

At the same time, all paid media activity for the brand was paused, so we needed to amplify their messages through earned media.

What We Did

Time was of the essence, and so were resources across the board.

Dulux maximised its in-house expertise, using creative director Marianne Shillingford to produce ‘at home’ inspirational content for their owned channels, showing those stuck at home what they could achieve.

With growing digital opportunities across our core national and homes and interiors media targets, we knew we had the authority to use this as a basis to talk about colour in a relatable and engaging way.

We utilised a mixture of repurposed existing content and used our biggest assets, our experts, to offer rich content that none of our competitors could.

This was then seeded to high authority sites to spread awareness and drive visits to the page.

To run alongside this, our repurposed blog content was seeded to digital homes and interiors channels to help our top contacts bring high quality content to their readers.

What We Delivered

Coverage was achieved on high authority sites spreading awareness and driving traffic to the Dulux website and social media channels. Our unrivaled contact list, and stream of top quality content, secured coverage across the UKs highest authority media including The Sunday Times, and reached over eight million people. We positioned Dulux as a socially responsible brand that homeowners could turn to for lockdown inspiration, locking in loyalty for future purchases as restrictions eased.

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