We launched with a series of TV spots featuring a family who bought old items at a yard sale, spray painted them using Krylon, and sold them back to their original owners at a huge profit. Then we hit the road to prove this concept in real life. We traveled 690 miles up the World’s Longest Yard Sale, buying and spray painting over 100 worthless items, then put all the items up for sale on Pinterest in the First Ever Pinterest Yard Sale.

We approached the campaign in 3 phases – Tease, Transform, and Extend.

The Tease phase (8/3 – 8/5) leveraged programmatic display partners to blast the digital marketplace with the 127 Yard Sale banner messaging, building awareness and excitement.

The Transform phase (8/6-8/9) continued to build awareness through targeted display in contextually relevant environments via site direct partnerships and drove further engagement by re-targeting users reached during Tease phase.

The Extend phase (8/10-10/25) utilized promoted Pins to bolster Krylon’s presence within the core social channel and drive awareness of the First Ever Pinterest Yard Sale.

Separately, we introduced a richer mix of high impact units and content sponsorships within site direct buys and seeded out Yard Sale video assets through native long form and premium pre-roll partnerships.

In short: success.

In all, the campaign served 31MM digital impressions and 69MM social impressions.

Combined, this two-month engagement was nearly 1.5 times higher than last year’s entire campaign.

The digital display and video campaign had a Click Through Rate of 0.32%, far outperforming the expected benchmark range (0.07% to 0.24%). One video partner saw a CTR of 5.15%, exceeding the high benchmark of 0.90%.

Socially, the campaign showed record levels of engagement, fan acquisition, and reach. The 127 campaign doubled Krylon’s Pinterest followers, from 5K to 10K, and increased Pinterest reach to 10MM –higher than all previous 2015 efforts combined. The average daily viewers of the increased 9900% –from 3K to 300K.

Our strategy was two fold: First, we needed to extend the brand campaign by making Krylon the aerosol paint brand that creates amazing transformations. Then, we needed to raise awareness of the 127 Yard Sale sponsorship and our First Ever Pinterest Yard Sale.

Behavioral, contextual, and demographic targeting revealed that we needed to reach ages 18-44, who are DIY-ers/craft enthusiasts. To that end, we leveraged a mix of digital media types to push out assets gathered during the Yard Sale – pre-roll, long form native video seeding, display, custom content and paid social.

• Situation - All spray paint brands were talking about the same thing: protection. It created a category full of clutter and forced the conversation into the functional. But Krylon values artistic expression alongside function, so we found something a little more interesting to say: spray paint makes old, worthless items valuable again.

• Brief – Help Krylon stand out from a crowded category and show how the spray paint can make old objects valuable again through a combination of experiential and social channels.

• Objectives- Get product into the hands of consumers for trial, while demonstrating the real-life impact of Krylon. Increase awareness of the product features and reach the target market on Krylon’s primary social network: Pinterest.