THE MOST INSTAGRAMMABLE WALLS
Dulux | Singapore & SEA
Agency: R/GA Singapore 2016
Regional KOL program, social campaign, activation platform
Dulux Ambiance is a special effects paint range that gives the space a unique mood.
Consumers don’t know that such paints exist – it’s only when they see an Ambiance wall, they react with a wow. So we needed a way to get them to see one.
Our primary target audience was women in their late 20s – mid 30s – those who are likely to make home décor decisions.
As we know, Instagram shots consist not just of Outfits of The Day or shots of salads; the background plays a significant role too.
So we created real world showrooms in naturally Instagrammable hipster cafes. We then activated a small army of Instagram KOLs led by Nadya Hutagalung.
The influencers visited these spots and took a series of their usual OOTD shots using Ambiance walls as their backdrop, sharing these locations as great places for good Instagram shots.
The platform has been piloted in Singapore and is now about to roll out across several South East Asian markets.