Naming Rights By Behr Paint
When TikTok's favorite logo designer Emily Zugay proactively put Behr Paint in the spotlight with her hilarious renaming of the paint colors, we decided to react with a unique collaboration that invited our fans to join.
The idea was simple. First, we responded to Emily with a video where we *fake* changed the names of our colors based on her suggestion. Then, we launched our campaign rallying the DIY community and letting them rename three paint color, for real. Emily took the lead and then challenged people to follow the lead with their paint name suggestions in the comments for a change to see the suggestion replace the current name.
Emily and DIYers delivered, and you can now find Flustered Mustard, Not Quite Purple and Mossed Opportunity on Behr.com and Home Depot.
RESULTS
10.2M Total Video Views | 165K Total Engagements | +200% Avg Monthly Follower Growth
CREDITS
Client: Behr Paint
Influencer Partner: Emily Zugay
My Role: Creative Director
In Collaboration With:
Bert Marissen (creative director), Rachel Findlay (art director), Jessica Nugent (copywriter), Irina Kirvesmaki (social content creator), Bela Bhushan (social content creator), Laura Gorder (senior strategist), Erika Wuelfrath (senior social strategist), Danny Arnone (producer), Elliot Klein (management supervisor), Keziah Zimmerman (brand executive). Cassidy Orr (community manager), Sabrina Wang (senior data strategist).
