benjamin moore / social campaign

Benjamin Moore wanted to let shoppers know where to buy their paints.

Benjamin Moore is only sold at independent, locally owned stores, but people don’t know that, causing many shoppers frustration and disappointment when they go to big box stores. We needed to raise awareness before they drove to a Lowe’s or Home Depot, so we decided to catch them at an earlier stage of the painting process – when they’re still browsing for color ideas on Pinterest.

We decided to “hack” Pinterest by infiltrating our message into home images people save on their Home boards. We did this by creating 40 real home props with our message (think wall art, pillows, kitchen gadgets, etc.) and placing them into existing Benjamin Moore images that we then unleashed all over Pinterest and Instagram.

People are slowly catching on and seeing our message during their daily scroll:

To continue infiltrating our message, the props have snuck into Benjamin Moore TikTok content, and even other spots…

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2022
Role: Senior Copywriter
Agency: FIG
Executive Creative Director: Asan Aslam
Typographer: Simon Walker
Prop Photographer: Dylan Ellis
Prop Production: ABC Props
Interior Photography: Benjamin Moore