Behr Utilizes Pinterest and Influencers for Color of the Year Campaign

What's Happening?

Behr is launching a major influencer activation to promote its 2026 Color of the Year, Hidden Gem, through Pinterest. The campaign involves 29 influencers participating in an immersive color journey at Wildflower Farms, New York. Influencers will create real-life Pinterest boards featuring the color, which will be uploaded to their accounts. This marks a strategic shift for Behr, increasing investment by 15% compared to last year. The campaign aims to leverage Pinterest's DIY audience to sustain momentum and excitement around the Color of the Year.

Why It's Important?

Behr's campaign underscores Pinterest's value in reaching a project-minded audience. By engaging influencers, Behr aims to expand its reach and influence consumer behavior through creative content. The campaign highlights the growing importance of social media platforms in marketing strategies, particularly for brands seeking to connect with consumers during moments of creative intent. This approach not only enhances brand visibility but also fosters consumer engagement and loyalty, demonstrating the potential of influencer partnerships in driving marketing success.

What's Next?

Behr plans to maintain campaign momentum for several months post-event, encouraging influencers to undertake projects using the Hidden Gem color. The company will also take over Pinterest's homepage for 24 hours, further amplifying the campaign's reach. This sustained effort aims to keep the Color of the Year in the public eye, driving continued interest and engagement. The success of this campaign could influence future marketing strategies, emphasizing the role of social media platforms in brand promotion.