Industry News

Benjamin Moore Earns Recognition For Mastery of Social Media

Published on 2010-10-29. Author : SpecialChem

Benjamin Moore Paints snagged two "finalists" awards last month for its breakthrough achievements in Social Advertising, Media and Marketing. The SAMMY Awards, presented by Digiday publishing, went to the coatings company for its "For Those Who Know More" multi-platform advertising campaign.

According to Nick Harris, Benjamin Moore's Senior Manager, Marketing Communications, the brand was in good company when the prizes were handed out at the awards ceremony on September 14. He said that Mazda bested Benjamin Moore in the Social/Cross Media Campaign category, where Kellogg's Pop Tarts also was in competition, and that in the Best Social Branded App division, Ben & Jerry's scooped up the top prize, where Microsoft Bing was the other lead rival.

"We knew we were blazing a trail in the paint industry with our program, which included an active and super-robust Facebook and Twitter component, plus traditional print advertising. The program has put 'experts'-designers, architects and painting contractors-in direct contact with consumers. The interactivity between all has been staggering and the results quite gratifying.

"Since the campaign's start in April," Harris continued, "we've logged over 70,000 profile and forum page views in the Facebook application, with the average visit clocking in at five minutes. We've also logged in over 100,000 Facebook wall views, and it's been a significant driver to our Web page and to the retail locator."

The overall "For Those Who Know More" campaign was developed by Cramer-Krasselt/New York, to capitalize on the fact, learned from quantitative research, that almost 80% of design professionals would choose Benjamin Moore over any other paint.

"The expressive passion that the experts have for the brand-those who know more, know Benjamin Moore-was effectively translated into the social media with measurable results," said Harris. "And, that's what netted us these latest kudos, for which we are deeply grateful."

It was just last year that Benjamin Moore's ben® Color Capture iPhone® application received Digiday's MOBI Award for Best Retail/ecommerce App.

About Benjamin Moore:

Benjamin Moore & Co., a Berkshire Hathaway company, was founded in 1883. One of the country's leading manufacturers of premium quality residential, commercial and industrial maintenance paints and other coatings, its products are distributed via a network of independent paint and decorating retailers throughout North America. Benjamin Moore has been a longstanding steward of the environment with a relentless commitment to sustainable manufacturing practices plus the ongoing development of the most eco-responsible formulations possible. Its portfolio of Green Promise® products continues to grow and includes Aura® ├╝ber-performance low-VOC paint; Natura®, the true zero-VOC interior paint, remaining zero in any color, any sheen; and EcoSpec® zero-VOC paint for commercial interiors.

What's more, Benjamin Moore's color offering of 3,300 hues is unrivaled, but any custom color choice can be matched, as was recently done for the White House Oval Office ceiling and trims. The only assurance of getting an authentic Benjamin Moore color is using Benjamin Moore paint, since the colorants and resins are proprietary and formulated with the company's own patented waterborne technologies. And authentic Benjamin Moore colors are available exclusively from Benjamin Moore retailers.

Source: Benjamin Moore

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