Campaign: Love Your Color Guarantee
Nonprofit Partner: Habitat for Humanity
Launch Date: October 24, 2012
Valspar paint is pairing the extension of its ‘Your Color Guarantee’ program with a charitable guarantee to Habitat for Humanity. The Valspar Foundation has committed more than $21 million in cash and paint donations to the nonprofit through 2014. In a consumer-facing effort, the Valspar Facebook page invites fans to support Habitat for Humanity by virtually painting houses. For every home virtually painted between October 24 and November 7, 2012, Valspar will donate $1 to Habitat, up to $50,000, with a minimum donation of $25,000.
What better way to promote a product guarantee than with a significant charitable guarantee? With this campaign, Valspar effectively communicates the message that they stand behind their product AND behind a worthy cause. The Facebook integration is a shareable way to extend that message via social media. Pinterest would also be an interesting platform on which to test cause messaging/engagement for this very visual product.