Influencer Marketing Case Study: Dulux
Market(s): Malaysia
Context
Dulux, the renowned paint brand, sought to increase awareness for two of its product ranges: Dulux Better Living Air Clean Biobased and Dulux EasyClean Plus. Recognising the need for a targeted and effective marketing strategy, Dulux partnered with Narrators to leverage the power of social media and influencer marketing.
Strategy
To achieve the goal of heightened brand awareness, TikTok was identified as the primary platform due to its capacity for generating high video views and viral content. Narrators devised a custom strategy involving three TikTok influencers, whose follower counts ranged from 90K to 800K. These influencers were engaged to create and share content demonstrating the benefits of Dulux’s wall paints. The content highlighted the unique features of each product, such as the air-cleaning properties of Dulux Better Living Air Clean Biobased and the durability of Dulux EasyClean Plus.
Results
The campaign proved to be a significant success. It generated a total of 360K engagements, surpassing expectations and effectively increasing brand visibility and interest in the Dulux product ranges. The strategic use of TikTok and the influencers’ creative content showcased the benefits of Dulux paints, leading to increased awareness and engagement.
