Janovic, the exclusive retailer for Benjamin Moore paint in New York City and member of the community since 1878, was looking for a way to connect with the “do it for me” generations of Millennials and Gen Z'ers in the NYC region, and drive them into their retail outlets.
CSI 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.
Within months of the campaign's launch, there are well over 371,000 impressions and nearly 1,600 leads generated. In addition, the branded video assets are also performing very well, with over 150,000 full-views to date within the targeted segment.