The first stage was creating the Dulux Colour Picker Tool. Working with product design specialists Code, we were able to create for Dulux a proprietary tool that is future-proofed and can be continuously improved. Owning the Tool allows Dulux the freedom to integrate it across multiple publishers, on their own sites and in various other 3rd party environments – giving it long-life value even after this partnership.
With the Tool at our disposal, it was now time to unleash it to a captive audience seeking out inspiration.
Indexing at 173 vs. our audience, Ideal Home proved an obvious choice – they had reach, audience affinity and an ability to position Dulux within trusted, relevant editorial content. Like Dulux, it’s a heritage brand with a premium contemporary feel, offering a natural synergy for its readers.
Ideal Home readers are provided with a showcase of the very best ideas and products across a range of styles, tastes and budgets, meaning they can create the home they want. Across 6 months the Tool was integrated within all editorial content and imagery across four Ideal Home pillars: Living Room, Bedroom, Kitchen, Bathroom. This integration in a trusted, quality environment promoted Dulux’s premium product and put the brand front of mind for those considering doing up their homes.
To aid awareness, a range of online articles were published at launch to highlight the benefits and capabilities of the Tool to Ideal Home readers and encourage them to investigate. This extended through the brand’s social platforms (who we know are avid Pinterest users) in order to provide inspiration for our Reassurance Seekers in a moment of down time.
Through the partnership we were able to promote the colour range, encourage conversations surrounding on-trend shades, and prove that Dulux could be a perfect match for everyone’s desired home décor look.