In the competitive world of home décor, standing out requires not only high-quality products but also innovative marketing strategies. Rust-Oleum's Colour Spark, in its second year in the Canadian market, recognized this challenge and seized the opportunity to elevate its brand presence in the DIY space. By focusing on cutting-edge technology and a comprehensive marketing approach, Colour Spark aimed to connect with a new audience and reinforce its position in the premium paint category.
Entering a market teeming with established competitors is no small feat. For Colour Spark, the objective was clear: to differentiate its premium paints and showcase their transformative potential for home spaces. However, simply promoting a new range of products wasn't enough. Colour Spark needed to engage consumers in a meaningful way and inspire them to envision their homes in vibrant, rejuvenated colors.
To achieve its objectives, Colour Spark partnered with Involved Media to devise a forward-thinking strategy. Central to this approach was the implementation of a **virtual room visualizer**, allowing consumers to see how the brand’s trending colours would look on their own walls. This tech-forward solution not only simplified the decision-making process but also inspired creativity, making the painting experience more accessible and exciting for DIY enthusiasts.
In addition to the virtual visualizer, Colour Spark adopted an omni-channel marketing strategy that spanned multiple platforms. One of the standout initiatives was the development of a custom DIY Content Guide in collaboration with Roku. This guide featured top-performing DIY titles, providing streamers with engaging, visually inspiring content to help them craft their color palettes.
The innovative strategies employed by Colour Spark yielded remarkable results, proving the effectiveness of its approach:
Rust-Oleum's Colour Spark has successfully harnessed innovation to redefine its brand presence in the competitive DIY market. By focusing on technology, strategic partnerships, and an omni-channel marketing approach, Colour Spark not only highlighted its premium offerings but also fostered a deeper connection with consumers.
As more individuals seek to personalize their living spaces, Colour Spark is well-positioned to lead the way, transforming homes with its vibrant colour palette. This case study exemplifies how a commitment to innovation and consumer engagement can drive brand success, paving the way for Colour Spark to continue its growth in the evolving home décor landscape. Whether it’s a bold accent wall or a complete room overhaul, Colour Spark empowers DIY enthusiasts to unleash their creativity, one paintbrush stroke at a time.
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Source: 1- Roku Internal Data, 2024. 2- School of Marketing: Excess share of voice.