“Janovic Colors NYC” Documentary

About the Project

Janovic, the exclusive retailer for Benjamin Moore paint in New York City and member of the community since 1878, was looking for a way to connect with the “do it for me” generations of Millennials and Gen Z-ers in the NYC region, and drive them into their retail outlets.

The Solution

When CSI was brought into the project, we began by speaking with the leadership at Janovic to gain a full understanding of their brand DNA and vision. We then put the brand and the target demo through our in-depth proprietary consumer research process, which includes both primary and secondary research.

This is what we learned:

• Janovic is woven into—and cares deeply for—the NYC community.
• Millennials and Gen Z’ers that live in the NYC area are looking for brands that support and believe in the local community.
• Brand authenticity is imperative for this demographic, and it cannot be faked.
• Video not only helps drive conversion by more than 80% at the end of the funnel, but it also is the best medium for creative storytelling.

CSI honed the strategy around a branded content campaign that would promote Janovic’s authentic and rich history as NYC’s color authority.

Using branded video content, digital advertising, and a custom micro-site, we found a unique way to amplify Janovic’s story to reach a younger and more artistic online community.

We filmed students at three of the leading art and design schools in New York City—Parsons School of Design, Pratt Institute, and the School of Visual Arts—while they created sculptures of New York City’s most iconic landmarks using Benjamin Moore paint chips. We wove in their personal stories, their love for the arts and color, as well as supplied them each with scholarship funds.

The microsite provides a gated $10 coupon and free color gift, which is tracked for engagement.

Results

Within months of the campaign’s launch, there are well over 371,000 impressions and nearly 1,600 leads generated. In addition, the branded video assets are also performing very well, with over 150,000 full-views to date within the targeted segment.