BEHR faced a challenge: How do you inspire two wildly different audiences to pick up a paintbrush?

On one side, Baby Boomers and Gen Xers—seasoned DIYers who already trusted BEHR’s legacy. BEHR’s TV campaigns had historically resonated and over-indexed with this group. On the other end: Millennial and Gen Z first-time DIYers representing a major growth opportunity. COVID-19 fast-tracked their home improvement habits and turned TikTok and other social platforms into their DIY university. These digital natives were hungry for inspiration, instruction, and connection.

Our opportunity? Unite both ends of the spectrum through a shared desire: a need to transform their homes into something uniquely theirs.

Campaign Approach

As The Ultimate DIY Coach, our TV-led work aimed to relieve the pressure of DIY projects through relatable humor that amps up their confidence and empowers people to own their space.

Social Approach

We took that same Ultimate DIY Coach energy and translated it into a bold ambition: be the most loved DIY coach on the internet.

The brand tapped into a rich community of doers searching for connection and inspiration as they made their homes their own. By mining the culture of maker-pride that fuels social, BEHR didn’t just join the DIY conversation—we started leading it.

Results That Last
(Like Good Paint Should)

From living rooms to FYPs, BEHR has redefined what it means to show up for DIYers—not just as a product but as a partner.

• #1 Most Trusted Brand of 2024: Named by Newsweek and BrandSpark International, cementing BEHR’s reputation for quality and reliability.

• TikTok Dominance: BEHR became the #1 most liked and followed paint brand on TikTok, with:

  • 87% follower growth YoY

  • 2MM average views per video

  • 11k average engagements per video

• Industry Recognition: Awarded Home Depot’s 2023 Marketing Innovation Partner of the Year—a first for BEHR.