How BEHR Paint Helps Solve Real World Challenges for Millennials

To help encourage millennial and gen z first-time DIYers to start and finish their at-home projects, BEHR Paint gave 15 DIYers the opportunity to finish up those projects in the brand’s latest campaign, BEHR PTO (Paint Time Off). 

The campaign, made in collaboration with creative agency TBWA\Chiat\Day LA, sought out DIYers across the US to share their best Out of Office messages on the brand’s four campaign TikTok videos - fifteen winners received $2,500 to complete their pending DIY projects. 

Different from traditional sweepstakes, this campaign took a social-first sweeps approach that aimed to solve real-world challenges, giving consumers tangible resources and opportunity to take the time off from work they needed and cover the supplies to finish their DIY project.

Two of the brand’s central objectives with this campaign were to gain followers and increase engagement across social channels. During the two week run of the campaign, the brand saw: 

- 10.9k follower increase on TikTok

- 8.2 million video views 

- 422k total social media engagements 

- 26 million impressions 

- 33.4 million hashtag views of #winBEHRPTO

Additionally, in collaboration with the brand’s influencer agency, MBOOTH, BEHR worked with corporate advice givers and humour creators to spread awareness of the sweepstakes and increase entries from non-endemic audiences.

As the 'Ultimate DIY Coach', BEHR Paint is on a mission to support DIYers along their DIY journey from start to finish, removing barriers along the way. And the two main barriers to even getting started on a DIY project are time and money. This campaign was a step forward in helping DIYers to break down those barriers. 

From a strategy point of view, BEHR Paint has uncovered an opportunity to increase sales among millennials, utilising social media in relevant and compelling ways to reach this audience.

BEHR PTO is just one of a number of social campaigns the brand and creative agency have launched to reach millennials - in October 2022, the brand launched their first-ever TikTok competition show, BEHR TO DIY FOR, which renewed for a second season in June 2023, resulting in more than 42,000 new followers on TikTok and Instagram and a 23% increase in hashtag views of #BEHRToDIYForContest from season one to season two (107 million views to 132 million).