BEHR | MUSIC IN COLOR

TBWA\CHIAT\DAY LOS ANGELES

Millennials tend to be pretty unmotivated when it comes to DIY projects. But that began changing early in the pandemic. Our client, Behr Paint, wanted to capitalize on this momentum, inspiring more millennials to paint while growing purchase intent for Behr.

Once people do decide to paint, choosing a color is one of the most difficult challenges they face. There’s even a term for it: “color paralysis.” Our goal was to align color choice with a millennial passion point – music – thus imbuing it with meaning and kickstarting their painting journey with Behr. Our goal was to create a custom experience for each user, to ensure that each got a color recommendation tailored to their unique tastes. Our partner in the activation was Spotify. We dug into the intricacies of Spotify’s music library and the data they’d collected, leveraging it to create a one-of-a-kind algorithm. We honed in on eight of the unique musical attributes that differentiated the millions of songs on Spotify – tempo, key, valence, danceability, energy, instrumental-ness, loudness and acoustic-ness. These ‘fed’ our algorithm and allowed us to create a custom data visualization experience for every song, ultimately highlighting one color recommendation, based on key. Users were then a click away from purchasing that paint color for their walls.

IMPACT:

The Music in Color campaign far surpassed is primary campaign goal. According to a Kantar study, millennial purchase intent of Behr rose by 7.8 percentage points, while unaided brand awareness rose 9.2 percentage points. Average time spent on the Music In Color/Spotify microsite was more than 2 ½ minutes – 5x the Spotify average – with over 173k microsite uses. 34% of users went directly to Behr’s online sales platform, BehrExpress.com, where Behr saw a conversion rate increase of 296% – a 13% increase in online revenue vs. the previous time frame. The project generated more than 800 million media impressions.