Crown: Life Stories

Paint is more than a product; it can transform the spaces where lives are lived, it can foster a feeling, and it can unlock new possibilities. 

Our challenge was to leverage this to make Crown Paints a brand people love and actively choose.

We developed an influencer campaign centred around ‘Life Stories,’ where we could consistently build an emotional connection with our audience by showing the lives made possible with paint.

With ‘Life Stories’, we made paint and colour intrinsic to our influencers’ storytelling in highly engaged communities including dog owners, parenting and LGBTQ+ – young adult audiences that sit outside of Crown’s core DIY and home interiors heartland.

We told 15 different life stories through paint resonating and connecting with different audiences, in different communities, at different stages of their lives.

The total reach of our campaign was 12.5 million (vs KPI of 10 million), and we achieved more than 159,000 engagements (vs KPI of 120,000), including the most engaged-with piece of content ever posted on Crown’s native channels.

And critically, first choice consideration was up by two percentage points following our campaign.