Glidden My Colortopia

By Digital Influence Group

Entry information on the Web new page

To help Glidden engage their target audience and get them past inspiration and confidently move them towards action, Digital Influence Group created My Colortopia, a program with MyColortopia.com as the hub, featuring DIY design and decor bloggers, Q&A/advice columns, and tools designed to help the target turn personal passions and inspirations into color options for their spaces. The concept was to give consumers a friendly, open, non-intimidating program that allowed them to engage with people or tools to help them get unstuck and started on improving their spaces.

The custom designed tools work simply and beautifully -- "My Life, My Colors" turns a quiz about your personality into a color palette, while "My Image Inspiration" allows you to upload an inspiring photo and match key colors to Glidden paints. The program was designed to live as a distributed experience, and key tools and elements live within blogs, Facebook, Casa Sugar and Federated Media properties.

By providing tools and content that supports passion about the inspiration stage of painting and nurturing the desire to engage in conversations around home decor and style, the program has been successful in connecting Glidden with its target audience and increasing purchase consideration.

To date, the program has generated more than 50M digital exposures and 800K offline exposures overall. Visitors have left more than 2K comments across all properties and spent 1.5M+ minutes interacting with the site content and tools, such as The My Life, My Colors quiz and My Image Inspiration tool, which have been interacted with more than 100K times. And they keep coming back for more. Nearly 40% of site visitors have visited MyColortopia.com and return to the community to interact with the content after their initial visit. What's more is that as a result of experiencing the My Colortopia program, shoppers are now 70%+ more likely to consider purchasing Glidden Paint for a future project.

November 2011 to Present



Glidden My Colortopia

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Reviews

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This is definitely going to help...
Reviewed December 30, 2012 by james

This is definitely going to help the consumer so much in the future. So many great options that go a long with it so much. I hope they push this more. Calgary mortgage broker

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Reviewed October 9, 2012 by Yamary

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Fun site and love the bloggers...
Reviewed September 24, 2012 by CMR

Fun site and love the bloggers personalities!

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Would have given it a 5 star rating...
Reviewed September 17, 2012 by Dennis

Would have given it a 5 star rating but, unless I missed it only deals with 1/2 the population. It was easy to get around the site.

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Awesome!
Reviewed September 7, 2012 by DK

Awesome!

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Awesome resource! My Colortopia...
Reviewed September 7, 2012 by Adriane

Awesome resource! My Colortopia is authentic, approachable & engaging. The site and tools are great and I'm looking forward to using some of these ideas in my own home.

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Excellent use of social/curated...
Reviewed September 6, 2012 by Tiffany M

Excellent use of social/curated content to drive engagement! Great site, great tools, and made me want to re-do my whole place!

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Very very helpful and user friendly...
Reviewed September 6, 2012 by Ruth Musuneggi

Very very helpful and user friendly site.

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Great resource! Thoroughly enjoy...
Reviewed September 6, 2012 by Miriam

Great resource! Thoroughly enjoy going through this site.

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Great way to help indecisive folks...
Reviewed September 6, 2012 by Rose

Great way to help indecisive folks like myself get inspiration!

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the color tools make finding a...
Reviewed September 6, 2012 by Izzy

the color tools make finding a paint color so fun and easy

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I have had this campaign and website...
Reviewed September 6, 2012 by Abby Snyder

I have had this campaign and website in the back of my mind since I first saw it about 8 months ago. All I've wanted to do is repaint and entirely redecorate my apartment ever since.

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Amazing work!
Reviewed September 6, 2012 by Sarah

Amazing work!

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