BEHR – The Most Loved DIY Coach On The Internet
To become the #1 DIY coach on social, Behr needed to give people a reason to go from simply bookmarking inspo to actually making their DIY dreams a reality. To launch the brand on TikTok and to go from the last in the category to the first, we developed a strategy and ambition to become the most loved DIY coach on the internet, and then brought it to life through thousands of pieces of content.
Whether it’s showing how a piece of wood turns into a trending couch sleeve or giving them color ideas, we made @Behr a destination where you'll always stumble on the perfect DIY project, color or idea you never knew you needed...until you did.
Role: Head of Social & Creative Director
It's Alive Series – Where DIY Meets CGI Meets ASMR
While building BEHR's social presence for the past two years, we learned a thing or two. We learned that our fans are passionate about color, eat up ASMRs, and will hop into a unique take on something old. Using CGI and ASMR-inspired audio as a tool to drive recognition and engagement in the color-led mini series "It's Alive," we let these short and sweet visuals do all the talking and our community loved it. With over 16 million organic views and thousands of comments we were able to build and grow this through additional videos and trend pieces to continue the momentum.
Results
Through the content Behr went from last to #1 paint brand on TikTok, in 5 months.
TBWA\Chiat\Day
Role: Creative Director & Head of Social
Senior Social Content Creator:Irina Kirvesmaki
Senior Social Content Creator: Bela Bhushan
Social Content Creator: Cassidy Orr
Social Content Creator: Addison Leavitt
Senior social strategist: Erika Wuelfrath
Producer: Danny Arnone
Management Supervisor: Elliot Klein
Brand Executive: Keziah Zimmerman
Senior Social Content Creator:Irina Kirvesmaki
Senior Social Content Creator: Bela Bhushan
Social Content Creator: Cassidy Orr
Social Content Creator: Addison Leavitt
Senior social strategist: Erika Wuelfrath
Producer: Danny Arnone
Management Supervisor: Elliot Klein
Brand Executive: Keziah Zimmerman
