Use the launch of Farrow & Ball's most washable and wipeable paint to date to address the brand's quality perceptions with a new, more mass audience. Doing so would mean winning over an audience who not only believe that Farrow & Ball paint doesn't stand up to the tests of modern life, but openly discuss it on internet forums like Mumsnet. They also see the brand as stuffy, lofty and while aspirational, not very likeable. As such, this was a brief to change both perceptions of the product and the brand, and ultimately, sell a load of new paint, in the face of a constant stream of negative PR, drip fed from every corner of the internet by a public who, regardless of being ill-informed, were increasingly damaging to the brand.

‘Relax, it’s Modern Emulsion’ dramatised the anxiety that homeowners might feel after having painted their homes (and the lengths they might go to)to protect their newly painted walls), before reassuring them that with washable and wipeable Modern Emulsion, they had nothing to worry about.

With so many detractors on forum boards across the internet we knew that the only way to prove ourselves was to make them believe it with their own eyes. Pulling some of the most damning of quotes from the depths of social media, we quote people’s condemnations on beautifully painted Farrow & Ball walls, only to then wipe them off - not only ridding the internet of such negativity but showcasing just how hardy Modern Emulsion is.

We launched with our main films and press ads in key decor titles during the height of lockdown renovations. We also used channels like Mumsnet as a core executional channel - holding sponsored discussions around the durability of F&B all whilst the ads on site countered the negativity that was coming from corners of the platform.

79% YoY sales increase for Modern Emulsion.

For the first time in the brand’s history, Modern Emulsion outperformed Estate Emulsion.

Accounting for the effect the pandemic was having on Farrow & Ball sales, we calculated a lockdown base and compared Modern Emulsion’s performance during the campaign weeks to it. The lockdown accounted for an average 29% increase in sales across pre campaign weeks, the campaign drove an outperformance of 50% YoY.

157% YoY spike in new customer spend on Modern Emulsion.

Volume of new consumers exceeded the target set, more than double.

70% of all social media engagement with Farrow & Ball in the first 90 days of the campaign mentioned ME.

A ‘sub brand’ managed to change the way DAs saw Farrow & Ball. As seen via an increase in key brand metrics with DAs

‘Wipeable/Resilient to Daily Wear and Tear’ increased 16%

‘Looks Newer for Longer’ increased 14%