With the onset of the pandemic and worldwide lock down, many companies were feeling the strain of stalled or plummeting sales. However, for some, it presented a new opportunity. Benjamin Moore Paint, one of the US and Canada’s leading paint and sundries manufacturers, saw paint sales soar during this time, as people who were stuck at home took on DIY projects.

In order to get supplies to the customers that needed them, Benjamin Moore partnered with national ride-sharing company ROADIE to deliver paint and sundries directly to consumers homes. This initiative was launched in 12 markets nationwide. A key task of the launch campaign was to spread awareness that a FREE delivery service existed in select markets.

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Program Details

To ensure Benjamin Moore would reach the right audience, Overskies deployed a strategic program focused on identifying and directly advertising to consumers in those markets, as well as at competitive paint stores (e.g. Sherwin Williams retail locations). The multi-channel campaign leveraged programmatic advertising with a heavy focus on mobile, as well as mobile device ID targeting and micro-proximity targeting to help blanket the geographic locations of the retailers enrolled in the delivery program.

The ads drove to custom landing pages for each retail location, where they could schedule a delivery online or contact the store. We also produced the entire suite of creative assets for the delivery service, including display and native ads, as well as the unique landing pages for each retail location.

In the 4 month flight we garnered 11.1 million impressions, over 20,000 engagements, which resulted in thousands of deliveries.

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