Social’s First #DIY Competition

AMBITION
Make BEHR the 'Most-Loved DIY Coach on the Internet' by engaging Millennials and Gen Z DIYers where they were most active on social – TikTok. 

OPPORTUNITY
DIYers have a 'go big, or go home' mentality and find inspiration in challenging and creative DIYs. They crave projects that level up their spaces, and level up themselves. We needed to harness the competitive spirit of DIYers and catapult it to a larger stage. The answer became clear: a DIY competition show on TikTok.

RESULTS
BEHR had become – almost overnight – the most-liked and followed major paint brand on TikTok, leapfrogging all competitors with a 66% increase in followers during the campaign period. The campaign garnered 120MM impressions, 108MM video views, 12M engagements and 47K+ likes.

Bronze 🥉 Shorty Award / Branded Series / TikTok Presence

Role: Senior Strategist; Led social strategy, content strategy and social media management
Agencies: TBWA Chiat\Day LA (Creative), MBooth (PR), UM (Media)