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Behr

Bringing memories to life through color

We aimed to bring forward a breakthrough, color-focused engagement idea that embodies True to Hue and makes an emotional connection to color. We set out to create a platform that would inspire people to reconnect with those meaningful, nostalgic colors.

the
challenge

BEHR asked us if color could play an important role in the making of a memory while increasing engagement over a period of six weeks, using their True to Hue campaign as a foundation. 

the
solution

Bray Leino Juice responded with ColorAMemory.com and #ColorAMemory, inspiring users to bring their memories to life through BEHR’s premium paint colors. Tasked with creating an inspirational and sentimental site to showcase the importance of color in our everyday lives as well as within our most cherished memories, we crafted a platform that would bring user’s memories to life through selecting hues from their favorite photos, giving them personalized names and sharing them seamlessly via social media. The initial campaign involved a sweepstakes that gave users a chance to receive a personalized BEHR paint sample with the name and color they chose. 2,400 personalized paint samples were delivered alongside a color print of their Color A Memory image.

the results

Garnering strong social media presence, BEHR’s brand share-of-voice was greatly improved as brand sentiment increased on social media by 31 points. Over 15,000 photos were shared in just six weeks. Email opt-in goals were exceeded by over 20%.

Share your color memory at ColorAMemory.com.

 

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