Case study
Zinsser
- B2B
- Film & Motion
- Brand Strategy
- Campaigns
For over 170 years, Zinsser has stood for innovation, quality and problem solving in the world of professional painting products. But in a marketplace becoming crowded with ‘prosumer products’ Zinsser wanted to align behind an idea that recognised its role in the world of the Pro and help them feel part of something bigger.
Finding the heart
We encapsulated Zinsser’s mission: In a world where they can go under-supported and under-appreciated, Zinsser is here to celebrate the knowledge and graft, and support the challenges of Britain’s pro painters and decorators. The brand really is The Mark of a Pro.
Our brand launch campaign, Becoming a pro, celebrated the real people behind the trade. Authentic storytelling showcased how Zinsser stands alongside pros, giving them the confidence and performance to do their best work. As well as a documentary film and 30 second BVOD, radio, social and long-form Q&A content made sure the campaign resonated.
Giving it bite
In brand and product comms we put our products at the forefront. Beautifully crafted 3D renders of our tins stood out at dynamic angles from headlines with a distinctive tone of voice designed to talk directly to the pros. Alongside this, our content and messaging has been designed to align and serve all of Zinsser’s audiences, from the core Pro audience to Specifiers and ‘Prosumers’, serious DIYers who take pride in doing a professional job too.
Powering alignment
With The Mark of a Pro as a powerful aligning idea, we’re also helping Zinsser find more ways to recognise and give back to the Pros - like the new Pro Membership brand. Free to join and made exclusively for professional painters and decorators, it helps them do their best work with the right products, practical support and even a few well earned rewards too.
All of this work has been codified into a comprehensive Zinsser Brand Playbook, to allow everyone to understand the campaign platform and how to get the very best out of it.
Within 2 months of launch, film views and click-through rates exceeded all previous category norms, redefining effectiveness in the sector. Zinsser now have an aligned strategy, campaign platform and playbook for the UK and Europe for the first time, to help drive significant marketing efficiencies.
