Glidden Paint: Social Media Strategy

Our key insight: The target's digital conversations center around inspiration — not paint. With a social media strategy, Racepoint Global put Glidden at the center of that conversation, by sharing content that supports the better color message while driving connection to product and ensuring that she chose Glidden.

The Campaign

Racepoint Global’s social media strategy focused on style and décor tips, with giveaways, live blogger chats and how-to content driving engagement. Paid media reached the target where she already spends time online, driving purchase consideration. The Team Colors promotion activated NFL fans, raising product awareness during football season. And the blogger program offered color tools and advice from trusted DIY experts.


RPG’s social media strategy put Glidden Paint at the center of the target’s digital conversation

RPG’s social media strategy included the blogger program

Through social media, Glidden Paint’s Team Colors promotion activated NFL fans.


The Results


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