Kelly-Moore Paints had a loyal customer base within the painting contractor community. But they had trouble resonating with interior designers and the DIY set. So they developed the new ColorStudio Collection — with 1700+ vibrant hues — and challenged Traction to help them expand into this market.
A compelling story is worth a thousand brand claims. So we launched with the story of Kelly-Moore’s dedication to crafting long-lasting color, and the inspiration behind the ColorStudio collection: the brand’s roots in the western United States and the region’s beautiful, diverse landscapes.
The jewel of the campaign was the responsive web app we created for viewers to discover, save, and share custom palettes. TV, print, radio, digital, and social content were also created to get the message out and support the launch.
We doubled web traffic, the myColorStudio app had an average dwell time of 2.5 minutes and a 50% repeat engagement—with 10% of people sharing the palettes they created. More importantly, Kelly Moore saw a double digit increase in sales—for two years following the launch.
