Case Study: Janovic Colors NYC

The Insights

When Overskies was brought into the project, we began by speaking with the leadership at Janovic to gain a full understanding of their brand DNA and vision. We then put the brand and the target demo through our in-depth proprietary consumer research process, which includes both primary and secondary research.

This is what we learned:

Janovic is woven into—and cares deeply for—the NYC community.

Millennials and Gen Z'ers that live in the NYC area are looking for brands that support and believe in the local community.

Brand authenticity is imperative for this demographic, and it cannot be faked.

Video not only helps drive conversion by more than 80% at the end of the funnel, but it also is the best medium for creative storytelling.

Our Solution

Overskies honed the strategy around a branded content campaign that would promote Janovic’s authentic and rich history as NYC’s color authority.

Using branded video content, digital advertising, and a custom micro-site, we found a unique way to amplify Janovic’s story to reach a younger and more artistic online community.

We filmed students at three of the leading art and design schools in New York City—Parsons School of Design, Pratt Institute, and the School of Visual Arts—while they created sculptures of New York City's most iconic landmarks using Benjamin Moore paint chips. We wove in their personal stories, their love for the arts and color, as well as supplied them each with scholarship funds.

The micro-site provides a gated $10 coupon and free color gift, which is tracked for engagement.

Future Creatives Share Their Love of Color

Increased Engagement

Retail Traffic

Increased Views

The Challenge

Services

The Insights

This is what we learned:

Our Solution

Watch the video:

The Results

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