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Krylon

Reinvigorating an Iconic Brand Among an Engaged Audience

 

The Challenge

Led by their “Make It Yours” tagline, Krylon sought to connect with today’s DIY enthusiasts and reignite brand awareness by illustrating how easy and fun it can be to instantly transform everyday items into repurposed treasures.

Our Approach

A Krylon Crew led by furniture designer Amy Devers, host of A&E’s Fix This Yard, invaded the 127 Yard Sale, transforming 127 used items into treasures using only Krylon paint. The items were sold on Krylon’s Pinterest page in the first-ever Pinterest Yard Sale with proceeds benefiting Charity Wings Art and Craft Center. The campaign’s social support generated fresh and relevant content for Facebook, Twitter and Pinterest. Real-time fan engagement encouraged yard sale transformations.

We wanted an idea that was real and got the product on the road. Taking over the world’s largest yard sale became a no brainer. It was a perfect way to partner an iconic brand with an iconic event of scale.
Tyler Helms
Deutsch SVP and group account director
50 k
127yardsale.com fans
1 M
Pinterest followers
40 M
media impressions = a lasting imprint

The Results

By hijacking the largest yard sale in America – the 127 Yard Sale – we brought new life to a total of 127 yard sale finds, tapped into a significant audience of more than 50,000 fans on 127yardsale.com and its affiliate websites, and demonstrated products and techniques with yard sale fanatics. The campaign doubled the brand’s Pinterest followers, reaching more than 10 million with daily viewers increasing from 3,000 before the campaign to 300,000; activated 22 blogger posts which created 127 Yard Sale-inspired projects transformed by Krylon, and generated more than 40 million media impressions.