The mission of the Tikkurila Color Now concept is to inspire consumers to create spaces that reflect their personalities and fulfill their dreams. Color Now is an international, multimedia content platform that supports the early stages of the customer life cycle with meaningful inspiration, ideas, and instructions, and in the end, it encourages the customer to enjoy the end result. With the cost-efficient concept renewal, we were able to ecxeed the project goals, e.g., double the media publicity value, increase web conversions and content engagement.
I was part of the team renewing the concept, and I managed the content creation process and developed concepts, created content for all the channels and designed the campaign site’s functionalities and user interface.
Insights from customers and top influencers
Together with top interior influencers — bloggers, interior architects, stylists, photographers, a rewarded design agency and a content marketing bureau — we were able to create insightful content with wow effect. Analytics and customer feedback had a major role in what kinds of topics and content types were included in the concept for 2018.
Optimized content for different channels
The heart of the concept was the premium Color Now magazine that included 80 pages of topical colors, painting ideas and tips, real homes and captivating interviews from the field of design. All produced content was utilized and enriched year-round via social media, especially on Instagram, using hashtag #colornow2018. On the website, Color Now related articles continued the topics from their own angles and activated to proceed to next phase of the customer journey within the site. To impress the press, we refreshed a city apartment with the Color Now color collection to show what kind of power the colors have on the interior.
All in all, here are some highlights of the results:
- Media publicity value was doubled regarding the Color Now concept.
- Subscribers evaluated the content as excellent.
- The social media posts got the best results in regards to engagement via Tikkurila brand channels – Instagram and Facebook.
- The campaign site bounce rate was below 40% and we were able to increase the amount of subcribers by 20%.