Dulux is using influential bloggers to trial their Visualiser app, and write their own content as the paint brand embraces social media marketing.
The augmented reality app which gives amateur and professional decorators the tools to try out colour and decorating techniques in real-time on a smartphone or tablet before purchasing; has recently been updated to allow ideas to be saved to virtual scrapbooks and the ability to order tester pots from the app.
The blog and content partnership with Collective, leaders in online branding, through Mediacom, sees 12 influencers trial the mobile app to create relevant content on topics ranging from DIY projects, remodelling and painting. The influencers review the Dulux Visualiser App’s features, and write their own content. Collective represents SheKnows Media – a women’s media company with 81.3 million unique visitors per month globally and 162 million social media fans and followers. The content partnership between SheKnows Media bloggers and Dulux is also being amplified across the SheKnows Media network of 7 million-plus users in the UK.
Inas Sid at MediaCom commented, “We chose to work with Collective and SheKnows Media across this partnership as it allowed us to not only build a content partnership that can naturally connect with consumers, but that can be measured and optimised in real time. Working with Collective also allows us to amplify the content across a range of digital brand formats to connect with potential customers who might not have naturally been directly exposed to the content created by bloggers.”
Dominic Woolfe, UK Commercial Director at Collective added: “The campaign, which is optimised towards the best performing content in real time, ensures that the bloggers’ content is communicated and amplified to an audience looking to give their home a refresh. We have five years experience of working with leading UK and global publishers to bring brands closer to consumers. More and more we are asked how we can do this via content creation as well as innovative ad placements. This partnership between Dulux and SheKnows Media epitomises how you can take the credibility of a blog and marry it with a clients’ objectives – giving the consumer an interactive and informative experience.”
The blogs are highly individual and written in the bloggers’ own style; such as Poppy Love who draws inspiration from her favourite films to build colour palettes for new decorating ideas. http://www.poppyloves.co.uk/2015/10/finding-colour-inspiration.html
https://www.dulux.co.uk/en/articles/the-dulux-visualizer-app