After over 70 years of being known as a paint manufacturing company, Asian Paints had made a radical transition to a home décor and design solutions brand.
Through their innovative web and mobile strategies, Asian Paints had firmly established itself as a companion to the customer on the home décor journey, right from inspiration to implementation.
The brand now wished to take this one step further by engaging directly with the consumers on the social space.
Our research into Asian Paints’ target audience revealed that social media played an important part in the inspiration process. Platforms such as Pinterest and YouTube were hugely popular with their customers. It was thus essential to engage the customers on these spaces.
With this in mind, we proposed a complete overhaul. No longer would Asian Paints talk only about painting! Instead, we would enable conversations about colour in the context of home décor, via home décor tips, DIY ideas, colour trivia and other engaging and relevant content.
In addition to creating and participating in conversations about colour, we also enabled customers to be a part of the inspiration process. By driving crowd-sourced content through platforms such as Instagram and Pinterest, we let the customers became co-creators of the brand.
Besides posting inspiring content that sparked the customer’s imagination, we also promoted various features of the website that would enable the customer to carry his vision to fruition.
With the comprehensive social strategy, Asian Paints was able to reinforce its positioning as a companion to the home décor enthusiast, besides establishing itself as a more social-savvy brand. By sparking the customer’s imagination on social media, and enabling him to carry out his vision through the website, we were able to complete the loop of Asian Paints’ digital initiatives.
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