Media Edge: Rust-Oleum targets DIYers in new campaign
Media Sales Lead: Rust-Oleum recently launched a campaign designed to build brand awareness of its new spray nozzle to DIY consumers. Made by Young & Laramore, the campaign centers accessibility with a WebAR platform that allows people to use it easily without needing to download an app. The initiative also involves a microsite that drives ad traffic directly to the AR experience.
Key Lead Takeaways: Get in touch soon to secure last-minute ad dollars since Rust-Oleum will likely continue rolling out new work.
Target Demographics: Female DIYers ranging from Gen-Z through Gen-X
Key Spend Notes:
- Spend shift summary: Spend has skyrocketed, so get in touch soon to secure some of the increasing ad dollars.
- Planning period: Q4
- Buying period: Q3
National Broadcast Analysis & Spend Breakdown:
*Note that iSpot categorizes Rust-Oleum under Home & Real Estate: Paints & Stains*
- 2023 YTD Spend: $742.6k
- STP 2022 Spend: $1.1k
- 2022 FY Spend: $2k
- 2021 FY Spend: $0
- 2020 FY Spend: $1.1k
YTD YOY Spend Increase: 67kx
Ad Flight Breakdown (by spend): So far this year, Rust-Oleum has aired four national TV spots: "More Choices," "No Ordinary Spray Paint," "Transform Your Room," and "Color Wheel."
Top Daypart (by impressions): Primetime (28.2m), Day Time (14.1m), Early Fringe (13.1m), Late Fringe AM (10.9m), and Weekend Afternoon (9.8m)
Top Networks (by spend): HGTV, BRAVO, TLC, FX, and FXX
Top Shows (by spend): Vanderpump Rules, The Real Housewives of New Jersey, House Hunters, Family Guy, and 90 Day Fiance: The Other Way
Top Industry/Vertical Spenders (YTD, by spend): BEHR Paint (39.4%), Sherwin-Williams (18.6%), Valspar (15.3%), Cerakote (11.1%), and HGTV Home by Sherwin-Williams (5.2%)
Digital Display & Social Media Spend Analysis & Breakdown:
*Note that Pathmatics categorizes Rust-Oleum under Home & Garden*
- 2023 YTD Spend: $638.6k
- STP 2022 Spend: $242k
- 2022 FY Spend: $2.2m
- 2021 FY Spend: $2.6m
- 2020 FY Spend: $1.4m
YTD YOY Spend Increase: 164%
YTD Ad Flight Breakdown:
- Q2 2023 Spend (to date): $388.3k
- Q1 2023 Spend: $251k
- Q1 2022 Spend: $107k
- Q2 2022 Spend: $413k
- Q3 2022 Spend: $809.7k
- Q4 2022 Spend: $865.6k
YTD Impressions: 81.4m
Top Ad Types: Facebook (64%), Instagram (30%), and YouTube (6%)
Top Purchase Channels: Direct (100%)
Top Publishers: Facebook (64%), Instagram (30%), and YouTube (6%)
Top Industry/Vertical Spenders (YTD, by spend): Home Depot, Lowe's, Temu, Walmart, Wayfair, Amazon.com, and Harbor Freight Tools
Top Creative by Spend; see below: (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
Vivvix: Digital, local broadcast, and Google Ads,
Top Sponsored Podcasts: History Extra Podcast, the Rick & Bubba Show, The Brian Lehrer Show, The Jesse Lee Peterson Radio Show, and ThePrint
DRTV: Short-form DRTV; very highly concentrated network TV coverage; will not likely launch a new campaign soon
Current Agency Roster:
- Young & Laramore: Creative agency partner (at least for this campaign project)
- Empower: Media and social agency partner
- Periscope: Creative agency partner
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser; DRTV insights by Media Analytics.
