We will deliver on this SMP through our content creation, suggested campaigns and website functionality.   Unique content on the site will identify the challenges and worries of new DIYers before starting their painting job and deliver content from ‘your familiar expert’ – an uncle, experienced colleague, or your dad. The content will contain bite sized videos with tips and tricks, a shopping list for you to take to your nearest Wattyl store, with EXACTLY the products that you need. We will include a promotional offer such 5% (Rich to confirm) on your Wattyl products to ensure brand loyalty at store level. We will create a summary of instructions that you can access at any time or email to yourself so you know exactly what to do on your painting day.  

To light a fire under this content, we are creating a DIY painting challenge. It’s a campaign that will be the first of many, allowing us to keep the content on the website fresh and updated – and relevant to our audience. As a new DIYer you can sign up for this challenge, together with ‘your paint wingman’. ‘Who do YOU go to for your DIY painting’? As part of signing up, we will give you a large discount on any Wattyl products, and we’ll throw in some expert-level goodies for your painting wingman too. You tell us what painting project you will be undertaking around the house and when – and we’ll send a film crew your way, documenting your first DIY paint job. The human interest story will ensure that our audience can relate to the content, directly addressing the challenges or worries they had.  

The Wattyl website will provide our DIYers with comfort and confidence through unique content tailored to different jobs around the house and challenges that they are facing. We will link each challenge to a solution that will put forward a different product from our product range, selling our audience on the next job around the house.  The website will be combining a rich, multi-platform, responsive, online experience that will enable users to share their recently acquired painting tips & tricks – connecting experts with new DIYers. These tips & tricks can be shared and with community tools such as like, comments, ratings the site will form a social media hub for this new and exciting way of researching your next painting project. All content will intersect nicely with the user’s goals during the different stages in their path to purchase.