We all have those projects that we plan to do and, months or a year later, we still are planning to do them. Now, BEHR Paint has initiated the “BEHR PTO” (Paint Time Off) campaign to inspire millennial and Gen Z DIY enthusiasts to commence and complete their home projects. In collaboration with creative agency TBWA\Chiat\Day LA, the campaign offered 15 DIYers the opportunity to win $2,500 each for their pending projects.
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The primary objective of the campaign was to address real-world challenges by providing tangible resources and opportunities for consumers to take time off work and cover the supplies needed for their DIY projects.
In terms of mechanics, DIYers across the U.S. were invited to share their best Out of Office messages on BEHR Paint’s TikTok videos, employing a social-first sweepstakes approach to engage users on various social media platforms. Watch below:
REELated:
The campaign has achieved notable results, including a 10.9k increase in TikTok followers, 8.2 million video views, 422k total social media engagements, 26 million impressions, and 33.4 million hashtag views of #winBEHRPTO.
BEHR Paint, positioning itself as the “Ultimate DIY Coach,” aimed to support DIYers throughout their projects by removing barriers, particularly related to time and money.
Identifying a sales opportunity among millennials, the campaign strategically utilized relevant and compelling social media strategies to reach this audience.
Building on previous successful initiatives, such as the “BEHR TO DIY FOR” TikTok competition show, the “BEHR PTO” campaign aligns with the brand’s mission to facilitate the DIY journey from start to finish, addressing key barriers to project initiation, namely time and financial constraints.
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