Social’s Most Loved Paint Brand

AMBITION
Make BEHR the 'Most-Loved DIY Coach on the Internet' by growing BEHR Paint followers, viewership + engagement across TikTok + Instagram.  

OPPORTUNITY
Behr Paint has, over the years, positioned itself as a DIY coach, motivating consumers to overcome doubt and take on projects. But DIYers often run into one major problem, choosing a color. When it came to our social content strategy, we knew we had to find ways to uncomplicate color and provide actionable advice and inspiration to make choosing the perfect color not only easy, but fun. BEHR's social content strategy was color-first, fueled by eye-catching, vibrant paint colors through unexpected creative executions that stopped people in their scrolls. Colors and executions were driven by design trends, rising cultural and social themes as well as seasonal palettes to keep the content feeling fresh and relevant. We also prioritized community-building efforts through community management, influencer marketing, and thoughtful collabs with unexpected creators.

RESULTS
BEHR saw significant growth. From June 2022 to July 2024 BEHR’s TikTok saw a +689.47% increase in followers and held the highest viewership and engagement across the competitive set. BEHR’s Instagram saw a +89.7& increase in follower and held the fastest growth and engagement rates among the competitive set.