Case Study: Dulux Ambiance

Overview

In a bid to help leading global paint company AkzoNobel raise awareness of its Dulux Ambiance product line in Asia — and help boost market share in the region — John Brown Novus created an inspiring calendar of lifestyle content that included videos, GIFs, social media posts and KOL articles.

Discovery

With strong competition in Asia’s paint market, Dulux needed dynamic, persuasive, regional content to help the brand stand out. Dulux Ambiance is a special effects range of paint with a historically low take up, in part due to a perception of these products as tricky to use. JBN crafted a video-first content strategy to introduce the paint range as a starting point for inspiring interior designs. A content toolkit for the region also included online ‘hub’ articles and a social media campaign, led by key opinion leaders.

The Idea

JBN created the concept of “My Future Wall” to convince potential customers to consider a Dulux Ambiance special effect for their next feature wall. With the content pillars of Inspire and Influence, our idea was twofold: to deliver a series of videos, articles and social posts featuring inspirational, trend-setting interior design ideas, accompanied by influential articles from leading figures in the design and fashion worlds. All content was designed to be visually led, with easily digestible and actionable information for the reader.

Creation

A content calendar was built for Dulux Ambiance, to help its teams publish the work over a three-month period. Three hero videos were storyboarded in-house and then actioned by a team of expert interior design stylists, photographers and video editors. Meanwhile, JBN editors wrote and commissioned some 19 articles and 40+ social posts, bringing in nine regional and international influencers. A further 12 GIFs added an extra visual element to the package. All the content was delivered in a toolkit to each of the eight marketing teams in Asia, enabling them to successfully implement the #MyFutureWall campaign.

 

Outcome

Influencers have been key to the campaign for this client, ensuring the content had a wider reach and greater impact for the budget. Content continues to roll out across the key markets in Asia. The videos have proved a great success with local teams and will guide the next phase of activity.