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 participating in an immersive color journey at Wildflower Farms in New York. Influencers will learn about the color's design, see it used in decor, and create Pinterest boards to share with their followers. This marks a significant shift in Behr's marketing strategy, increasing investment by 15% compared to the previous year.
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Why It's Important?
Behr's collaboration with Pinterest and influencers represents a strategic move to leverage social media platforms for broader audience engagement. By focusing on influencers in the DIY space, Behr aims to reach a diverse and project-minded audience, enhancing brand visibility and consumer interaction. This approach underscores the importance of digital marketing in the paint industry, potentially driving sales and establishing Behr as a leader in innovative marketing practices.
What's Next?
Behr plans to sustain the campaign's momentum for several months, 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 ongoing engagement is expected to maintain consumer interest and drive continued excitement around Behr's Color of the Year.
