Protecto Paints 6000 Colors
Protecto Paints understood that life is full of color. However, it needed to find a captivating way to express the array of color choices it offered to its customers. Protecto boasted a plethora of 6,000 color varieties, more than double that of its largest competitor. Therefore, it had the bright idea of creating a social media campaign that leveraged the simple, but powerful message: if you have a color in mind, we have it.
Tribal DDB created the only website that harnessed any Tweets mentioning color from around the world. Also on the website, people could click on a color and view different Protecto hues of that color while continuing to Tweet directly from the Protecto website. The most mentioned color at that moment would be splashed all over the website, changing perpetually with the constant influx of Tweets.
Consumers gave the green light to the campaign as they painted the web with Tweets and blog posts, making it a viral story that spread at a rapid rate. The campaign catered to relevant color events, remaining green for Environmental Awareness day, pink for Breast Cancer Awareness month, and red and blue for Independence Day. On the weekends, the store display changed color according to tweets in real time.
In sum, the campaign generated over 200 color tweets per minute, 14,400 per hour, 345,600 per day, 2,149,200 per week, and 72,576,000 per month. The numbers amplified quickly and reached as many as 100,000 visitors in 35 countries during the month-long duration of the colorful campaign.