Our primary audience, paint contractors, have tuned out of the world of traditional marketing, so we wanted to create valuable content designed specifically for them that they could consume on the go and that would influence their purchasing behavior.

We hired real painters for an overnight job they’d want to finish as fast as possible – a haunted hotel undergoing renovations and rigged with scary surprises to exaggerate the "nightmare" nature of the job. We captured all the reactions on hidden camera and afterward, interviewed our marks about their experience. Then, to drive interest among Benjamin Moore loyalists and awareness among the uninitiated, we launched a highly targeted campaign using email, online ads, and mobile communications, all accessible on the go so they could be easily accessible on the job or at retail locations.

Benjamin Moore's expectations were exceeded both in terms of video views and sales (over 470,000 gallons within the 8-week life of the campaign, or 34% over projected sales). And best of all, the company credits the campaign for the majority of those sales coming from new leads by facility and property managers as opposed to brand loyalists.