DULUX

CORPORATE REPUTATION

CALLING FOR A ‘CANMESTY’

DULUX DECORATOR CENTRE

We worked with AkzoNobel’s Dulux Decorator Centre in the UK on communicating their commitment to sustainability by promoting their recycling initiative, and engaging their customers in contributing to a more sustainable future.

Working together, we decided to name May as Can Recycling Month – encouraging people to bring in their empty paint cans to be given a new life, and not sent to landfill.

This was announced via a press release to key trade and regional media, alongside advertising. To entice customers to get involved, we ran a competition for decorators, with one can donated equalling one entry.

To provide peer-to-peer endorsement we arranged and produced a customer video testimonial and written testimonial which was shared across owned social channels and hosted on Dulux Decorator Centre’s website.

To further support this initiative, a comprehensive social media implementation plan was actioned across Facebook, Instagram, and LinkedIn, as well as posts drafted on behalf of the senior leadership team at Dulux Decorator Centre. This resulted in 1.82% engagement across social channels…

100hrs

watch time gaining 35,000 views

25%

increase in customer recycling

30m

opportunities to see

This also included collaborating with a major influencer in the space, DIY With Emma (120.7k+ followers on Instagram) to show just how easy it is to recycle empty paint cans with Dulux Decorator Centre and reach target audience personas, such as professional painter and decorators and keen DIY-ers, where they seek relevant content through Instagram Reels.

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