Really (Really) High-Coverage Paint
The Challenge
Dulux Trade Paints tasked us with creating an integrated campaign to stand out against the competitive, price-driven matt emulsion market. In a landscape saturated with similar messaging and creative execution, Dulux Trade’s rigorous real-world testing by professionals set it apart. Our goal was to launch the new Dulux Trade Vinyl Matt formulation, reclaim customers drawn to cheaper alternatives.
The Idea
Our campaign highlighted Dulux Trade Vinyl Matt’s exceptional coverage and authentic endorsements under the conversational, playful tagline, “Really (really) high coverage paint. Really (really) approved by professional decorators.” By featuring real decorators from Dulux’s network, we were able to authentically represent industry professionals - including women.
The Execution
Refinery executed the creative through a comprehensive multi-channel strategy, leveraging programmatic YouTube ads, display and paid social media, as well as traditional trade press placements. The campaign was further reinforced with a national in-store POS rollout and national product sampling.
The results
95% redemption rate on sampling and 98% positive sentiment on the product.
Over 26 million collective video views, surpassing the media KPI by +23%.
Over delivered digital reach KPI by 25%, clicks overperformed by 24%.
The Refinery team are a dream to work with and champion a really collaborative way of working. They felt like an extension of our brand team and could be fully trusted to deliver the project with quality, efficiency and our customers at the heart.
