Dulux

Content Strategy & Planning

I have worked with the content agency, Redwood London, on a number of exciting projects for Dulux. One standout piece of work involved creating a multi-channel content strategy and detailed content plan for Dulux to drive awareness and engagement around their partnership with Channel 4’s newly-revamped Changing Rooms. The content plan mapped out content for every channel, from the website and blog to social channels, emails, in-store assets and even a podcast. As part of the strategy, I devised different ways to engage the Dulux audience – targeting both those who were scrolling through social media whilst watching an episode, as well as those who went online afterwards.

Before the series kicked off, Dulux shared various social media posts designed to drive excitement and anticipation of the new series, using humour to connect with their audience and drive engagement. We leveraged existing content franchises, such as Ask Dr Dulux, to create a buzz around the new series. Ask Dr Dulux is all about answering real people’s decorating questions, so we created a Changing Rooms special with the presenters sharing their top tips and advice.

We also leveraged another content franchise, My Colour Story, in order to drive engagement through emotional storytelling. My Colour Story is a video-led franchise that I developed the strategy and initial creative development for as part of my work at Redwood London. Creating a Changing Rooms special gave us a great opportunity to bring the on-screen case studies to life in a way that felt unique and ownable for Dulux.

We drove all traffic from email, social channels and in-store to an editorially-driven Changing Rooms content hub. This was rich in content that was updated every week – from episode recaps to how to articles that recreated the techniques featured in each episode. The articles were designed to take readers from a place of awareness and consideration to conversion, with ‘shop the look’ call to actions and shoppable paint chips.

Aside from generating the content strategy and a detailed content plan for Dulux to promote their partnership with Changing Rooms, a key part of my work for Dulux during my time at Redwood London has been developing the strategy and creative development for their existing content franchise, Ask Dr Dulux. We shifted the franchise from a brand-to-consumer piece of content to a user-generated piece of content that is now directly influenced by real questions from the Dulux audience. We created personalised video content off the back of these questions, which was then shared on the Dulux social channels to give followers universal tips and advice, as well as to encourage others to share their own questions using the #AskDrDulux.

Every Ask Dr Dulux video shared on the Dulux social channels would link through to an article where followers could read more tips and shop the looks. The articles allowed us to provide rich how to content that capitalised on search traffic, whilst also helping to take readers from a place of consideration to conversion.