Case Studies

The Brief

ICI Paints AkzoNobel is the world’s leading decorative paints company. Its portfolio includes market-leading brands such as Cuprinol Trade, Dulux Trade, Glidden Trade, Hammerite, Polycell Trade and Sikkens. Tangerine PR manages the PR across the many brands throughout the media and direct, and adds value through creative campaigns during the year.

Objectives

• Reinforce brand positions and ICI Paints AkzoNobel as the voice of the industry
• Ensure brands are the first choice for all trade appliers and specifiers
• Communicate ICI Paints AkzoNobel’s commitment to developing an industry leading position in producing sustainable products
• Position Dulux Trade as the industry authority on colour
• Maintain and grow share of voice
• Drive traffic to Dulux Trade website
• Increase trial and usage of less known brands in the portfolio

Audiences

• Architects and designers
• Decorators
• Multiskillers
• Merchants
• Decisions makers
• Public Sector
• Private Sector
• Homeowners

Approach In a year where Dulux Trade is launching revolutionary new products while being attacked by competitors, Tangerine is managing a series of hard-hitting press announcements and media tours, alongside securing thought-leadership features which help to explain the impact that the NPD will have on the market. Tangerine is adding even more value to the account by taking the PR a step further, branching out into new sectors – including the consumer arena – and taking the lead in communicating the company’s groundbreaking ‘Step Towards Greener’ environmental programme.

Over and above the standard press office, Tangerine has organised roundtables for key industry opinion formers, completed a series of journalist briefings and helped to conduct topical, thought provoking seminars. As well as speaking opportunities and networking events, Tangerine is reaching out to core decision makers across the public, private, domestic and commercial sectors to maximise the effect of the PR campaign.

In addition to print media, Tangerine is focusing on online exposure and other interactive ways to engage with the target audiences, such as radio.

Q1 Results

• Total audience reach of 21.7 million
• PR Value of £444,633
• PR ROI: £16:£1 (typical ROI for a trade account is £4:£1)
• 134 cuttings in Q1 alone

“The team at Tangerine is amazing; it’s full of hard working, efficient, professional people who are a pleasure to work with. From responding to tight deadlines to being proactive and creative, we are extremely pleased with the way our account is being handled. On top of all that, the team consists of really nice people who I would choose to be in touch with, even if Tangerine wasn’t our agency.” — Corinna Palin, Communications Manager, ICI Paints AkzoNobel.

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