Dulux combined AI and a social contest to help consumers re-envision their homes with the brand's paint and keep it top of mind among consumers, retailers, and architects.
Objective
2022 marked the 20-year anniversary of the Dulux ColourFutures collection — the brand's annual color initiative that announces the colors for the year. This was also the time of festive occasions, including Christmas, New Years, and Tet — when demands for home improvement arise.
What's more, Vietnamese consumers are easily influenced by painters and retailer consultancies. This created huge competitive pressure, especially at the end of the year. With this in mind, Dulux wanted to find a way to stay top of mind among end-consumers, retailers, and architects at a time where there was a seasonal demand for people repainting their homes.
Target Audience
The campaign targeted end-consumers between 25 to 50 years old who had a wide range of interests and were ready to renovate their homes for Tet. Importantly, the targets weren't experts in paint or architecture, making it difficult for them to conceptualize their dream houses on their own.
Creative and Media Strategy
Dulux leveraged Facebook as its key channel, as 58 percent of its target audience was active on the platform, including 49 million Vietnamese. The brand also used Midjourney's AI technology to help its target envision their homes with Dulux paint.
By combining modern technological with a mobile-driven approach to solving the problem of each customer's home improvement ideas, the brand was able to render AI depictions of their dream homes with its color collection as inspiration. Dulux also recruited celebrities, the brand's fan page and more to drive awareness of its campaign.
Dulux used Midjourney AI to enable consumers to conceptualize what their homes would look like in Dulux paint. By doing so, the brand captured the attention of consumers who could influence retailers and architects to choose Dulux as the top paint brand. Campaign tactics included:
Moreover, Dulux launched a social contest on its website in which participants could bring their AI rendered homes to life. Consumers simply needed to comment #Dulux and specify a color from the ColourFutures collection, the type and style of space they wanted painted, and some desired furniture.
To further amplify the initiative, the brand leveraged PR articles, online activities, and in-store billboards and banners.
The AI driven campaign marked the first time a Vietnamese paint brand used AI to create a unique digital customer experience. The initiative's results included:
