While Krylon may be known for its wide range of colors and protective ability against the elements, we found from our fans that Krylon’s most important attribute is its ability to bring antiques back to life. And what’s a better place to show Krylon’s restorative potential than a yard sale?
The campaign started with a series of spots about a family that sells yard sale items back to their original owners with only a simple layer of Krylon paint. Then, we hopped into an old van, grabbed a lot of spray paint, and took a trip along the famous “World’s Largest Yard Sale” U.S. Route 127. Over the course of nearly 700 miles, our team restored 127 antiques with Krylon, and shared our journey through short DIY restoration tutorial videos on Twitter. All campaign activity, including every stop of the road trip, was housed and updated in real-time on a branded microsite. Everything we revived on tour, we sold on Pinterest. As the first brand to really turn Pinterest into a marketplace, we also helped launch the social network’s new buyable pin functionality. To help keep the spirit of creation alive, all of the profits from the Pinterest sale went to Charity Wings Arts & Crafts Center, a nonprofit organization that hosts free art classes and events for DIY communities around the world.
We received $2.7M in earned media during the first two weeks of the project. The Krylon campaign won 18 awards including a Cannes Titanium Lion and yielded a 400% increase in traffic to Krylon’s Pinterest page. Check out the case study.