We launched with a series of TV spots featuring a family who bought old items at a yard sale, spray painted them using Krylon, and sold them back to their original owners at a huge profit. Then we hit the road in a custom designed van to prove this concept in real life. We traveled 690 miles up the World’s Longest Yard Sale, buying and spray painting over 100 worthless items, then put all the items up for sale on Pinterest in the First Ever Pinterest Yard Sale.

Designed with A tight-knit pattern of DIY imagery, this van served as the mobile headquarters of Krylon at the 127 yard sale. Through 6 states over 690 miles, it was a hub for transforming yard sale finds and creating product demos for DIY enthusiasts.

Instead of a traditional vehicle wrap, we stenciled and spray painted our designs directly onto the vehicle in a contemporary, yet nostalgic monoweight. Everything from the vehicle we selected to the two-tone paint job, illustrations, colors, logo, and lettering was made to feel as clean and inviting as possible.

Illustrations, logos, and lettering were hand drawn, then digitized and re-drawn in vector. Custom-cut vinyl stencils were applied before painting over the stencils and peeling them off to reveal the color below.

The designs fully cover all sides of a commercial van, covering a total area of approximately 228 square feet.

In short: success.

In all, the campaign served 31MM digital impressions and 69MM social impressions.

Combined, this two-month engagement was nearly 1.5 times higher than last year’s entire campaign.

The digital display and video campaign had a Click Through Rate of 0.32%, far outperforming the expected benchmark range (0.07% to 0.24%). One video partner saw a CTR of 5.15%, exceeding the high benchmark of 0.90%.

Socially, the campaign showed record levels of engagement, fan acquisition, and reach. The 127 campaign doubled Krylon’s Pinterest followers, from 5K to 10K, and increased Pinterest reach to 10MM –higher than all previous 2015 efforts combined. The average daily viewers of the increased 9900% –from 3K to 300K.