The ‘Thank You, Painters’ campaign was a distillation of the new global brand positioning that enabled us to do three things:

1. Become ‘Cheerleaders’ for the Professional Painter community - We know how skilled you are, we see how hard you work, we know what you need from your tools to succeed.

2. Be distinctive - Our competitors were obsessed about themselves and talked incessantly about their own products. We were obsessed with painters and we talked about them - their challenges, opportunities and the future of the profession.

3. Realise creative efficiencies - By adopting the global idea and adapting the launch campaign, we were able to leverage central creative assets to reduce non-working spend locally - this allowed us to increased our working media spend…

At the time, most of the marketing towards professional painters in the Benelux was via industry specific publications - either via their printed magazine or a desktop-first website.

Whilst we activated the campaign across these channels, we saw an opportunity to reach painters in a different way. We activated across Facebook, Instagram and X (then Twitter). We leveraged BVOD platforms to serve high quality placements of our ‘Thank You, Painters’ film on TV’s to give the sense of a mass-media campaign, without the wastage.

The campaign blend was roughly 80% social/CTV and 20% traditional publications.

All of the media placement featured a ‘call to action’ that drove professional painters to our brand website.

Here they could discover more about us and the duality of our ‘We Know What It Takes’ positioning - we know what it takes to be a professional painter, and we know what it takes to make world-class painting tools.

Most importantly, they could learn more about our entire range of products and request a free sample pack of our new Paint Brushes and Rollers.

This built awareness of our wider product portfolio, and encouraged trial at no cost to them.

For the Painters that requested a free sample, we made sure it turned up in style.

We thought very hard about which products to include, and prioritised items that would enable us to take a greater share of the painters toolbox.

We combined them in a fully-branded, letter-box sized package. We included a brand introduction that reinforced our new positioning and increased awareness of the breadth of our range. We even sent a personalised ‘Thank You’ to each painter.

Upon arrival, hundreds of professional painters took to their own social media accounts to say ‘Thank You, Anza Pro’ for the free samples - with many noting how impressed they were with their performance.

We leveraged all of this activity to ensure that our retailers had a real fear of missing out on the demand we were creating.

We armed our sales team with campaign overviews, in-store activation packs and planograms for 1, 2 and 3m Anza Pro bays. This enabled us to use the campaign to expand Anza Pro’s physical availability, at the same time as increasing Anza Pro’s mental availability.

This created a virtuous cycle - Painters would be more aware of us via our ‘Thank You, Painters’ campaign and would see more of us in-store because we’d leveraged the campaign to create a sense of urgency among our retailers.