Submitted by Born Social

Valspar Love Your Colour Mother's Day Influencer Campaign

Influencer Marketing

Born Social worked with 7 influencers to redecorate their children's rooms for Valspar's Love Your Colour Guarantee around Mother's Day, and reports 271K people reached.

271KPeople Reached
783Site Visits
+35%Follower Increase

Case in 60 seconds

Valspar wanted to become the paint of choice for nursery renovations and DIY occasions as Mother's Day approached, while Born Social expected most of its audience to lack immediate purchase intent, so the brand needed to stay present until a buying moment arrived.

The campaign turns on colour as a personal meaning rather than a product specification, because the page frames a child's first bedroom as the most personal colour choice a parent makes, which ties the purchase to Mother's Day.

Born Social built the work around the Love Your Colour Guarantee, which Valspar launched to help people get personal with their homes, by having 7 influencers redecorate their children's rooms as a way to mark Mother's Day.

The 7 influencers documented the process of choosing their colour, then shared the newly painted rooms on Mother's Day with a link to the Love Your Colour Guarantee page, which sent traffic to Valspar's website. The content was built to be saved, so audiences could gather it into their own mood boards for decorative inspiration rather than act on it immediately.

Born Social reports 271K people reached, 783 site visits and 773 content saves, alongside a 35% increase in followers, and Valspar's Senior Brand Manager Laura Harrison is quoted on the page describing the results as impressive.

Strategy Breakdown

People planning nursery renovations and DIY occasions, including those facing trigger stages such as moving house, having a baby or simple redecoration, most of whom the agency expected to lack immediate purchase intent.
Born Social tied a paint purchase to Mother's Day by placing it inside the redecoration of a child's first bedroom, so the occasion carried emotional weight rather than serving only as a seasonal sales date.
Paint is bought at trigger stages such as moving house, having a baby or simple redecoration, and the agency expected most of its audience to lack immediate purchase intent, so the work aimed at staying top of mind rather than closing a sale.
Valspar frames colour as a feeling, a mood and a meaning, and the Love Your Colour Guarantee gave the campaign a branded destination for the traffic the influencer posts carried.
The agency encouraged audiences to save content and build their own mood boards, because decorating decisions are gathered over time as inspiration rather than made on first sight.

Creative & Execution System

Partners

  • Born Social

Participation mechanic

  • Audiences were encouraged to save the influencer content and build their own mood boards for decorative inspiration, which kept Valspar top of mind until a buying stage arrived.

Results & Evidence

MetricValue
People Reached271K people reached
Site Visits783 site visits
Content Saves773 content saves
Follower Increase35% increase
Influencers Engaged7 influencers

Why Born Social's strategy worked

  1. 1

    Saves can serve as the working measure for a considered purchase, because an audience without immediate purchase intent can still store content for a later decorating occasion rather than scroll past it.

  2. 2

    Documenting the choice of colour rather than only the finished room gives creators a story about meaning, which lets a functional product carry an emotional reason for purchase.

  3. 3

    Anchoring a seasonal moment to a guarantee page links cultural timing to a specific destination, so each Mother's Day post has a direct route to the brand's website rather than ending at awareness.

  4. 4

    Planning around several trigger stages, such as moving house, having a baby or simple redecoration, lets one seasonal campaign keep the brand in mind for the buying stages that follow it.

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