Outspent by rivals. Hampered by the recession. Benjamin Moore needed a way to break through a color-cluttered category. But they did have something no other paint brand could match: the recommendation of 80% of the design community. Armed with that fact, our team created a novel Facebook forum called the Benjamin Moore Experts Exchange, which put consumers in direct contact with prominent designers, decorators and contractors. The consumers could get free color and design advice from these experts and the experts could promote their businesses to an audience they may have never been able to reach before. A win-win for all. That led to an entirely new relationship between consumers and the brand. And, more importantly, a 10% increase in sales in key markets, and a 500% increase in fans in just four weeks.
Case Study
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