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AkzoNobel logo

True colour

As Dulux's global content agency, we've recast their product marketing from local price battles to universal life moments that come alive in social. From influencers to house-movers, we tell extraordinary true stories with impact

 

A perfect plan

Paint is a low-interest category with a leaky purchase funnel. As a premium category leader, AkzoNobel faces competition on price across a diverse portfolio in 50-plus global markets. TV is outside-of-budget for most markets ­– making social content, organic entertainment and earned-media a priority for the global team.

A colour match

To both drive digital footfall and thrive in social spaces, we encouraged the brand to live their own belief in the ‘transformative power of paint’.  Across a diverse portfolio, we showcase the positive impact of colour or the hidden benefits of innovative products like Air Clean on the homes and lives of real people. This means working with kids and animals, wrangling celebrity ambassadors for the flagship Color Of The Year and, in one campaign, orchestrating UGC videos from six families moving house in four different continents.

A quality finish

Market activation is a key KPI for any global team. And our social-first approach has been adopted worldwide with up to 96% global market activation for key campaigns. In the UK, by building a brand newsroom with a focus on regular content in the form of sticky ‘franchises’, we have built organic engagement on social year-on-year. In 2020 alone, organic impressions were up 38% YOY – with reactions and likes up an average of 90% YOY.

Akzo Nobel Global

Easycare

Airclean

Colour futures