CASE STUDY
Curator Paints
Bringing the Colors of Ireland to American Shores
Results
27% increase in online engagement in top two key markets
15% increase in foot traffic to Curator stockists
50% increase in number of retailers that confirmed stronger overall brand awareness
“I just wanted to say a huge thank you. It’s so nice to see your enthusiasm for capturing the true Curator story and how it came to fruition.”
–
CMO, General Paints
Inspired by the works of 29 Irish artists and designers, Curator’s 144-color collection is a blend of ultra-premium quality paint with stunning colors, infused with native Irish art and design. The agency was charged with content creation, paid social and PPC to support the U.S. debut.
The agency developed a paid social and PPC program that targeted consumers according to their motivation and knowledge levels in order to drive brand awareness, brand education, brand comparison and eventual conversion. A discovery and retargeting campaign were executed, and the subsequent data served as a roadmap for the consumer journey, as well as for creating content that resonated.
The agency analyzed the engagement and response data. It uncovered a messaging and content code for taking a target from the top to the bottom of the conversion funnel. Successful conversion codes were replicated repeatedly and used to target both vertically and horizontally scaled audiences. The process of intensive targeting and comprehensive data analysis yielded insights about the Curator audience of prospects and helped guide future rollouts. Online engagement levels increased sharply in key markets and all retailers reported a significant increase in foot traffic and customer awareness of the Curator brand.
