What's Happening?
Behr is launching its largest influencer activation to promote its 2026 Color of the Year, Hidden Gem, a smoky jade color. The campaign involves 29 influencers who will participate in an immersive color journey at Wildflower Farms in New York. These influencers, primarily from the DIY space on Pinterest, will learn about the color's design and application in decor, and create Pinterest boards to share with their followers. This marks a significant shift from Behr's previous earned media approach, requiring a 15% increase in investment compared to last year.
AD
Why It's Important?
The campaign underscores the growing importance of influencer marketing in reaching diverse audiences. By leveraging influencers, Behr aims to expand its reach and sustain interest in its Color of the Year over several months. This strategy highlights the role of social media platforms like Pinterest in engaging consumers during moments of creative intent, potentially driving sales and brand awareness. The increased investment reflects the company's commitment to adapting its marketing strategies to current trends.
What's Next?
Behr plans to maintain momentum for three to four months post-event, encouraging influencers to undertake projects using the Hidden Gem color. Additionally, Behr will take over Pinterest's homepage for 24 hours to coincide with the campaign launch, further amplifying its reach. The success of this initiative could influence Behr's future marketing strategies and investment in influencer partnerships.
