When Graco wanted to raise awareness and sales for its new, innovative airless paint sprayers, it turned to Living Stone for help crafting a comprehensive social media campaign. Graco knew who it wanted to target – professional painters and decorators – but needed help with strategy and program execution. 
In its search, Graco looked at several agencies, and chose in favor of Living Stone, based on the agency’s strengths in strategy development, expertise in brand development and consistency, and strong project management. The Living Stone team, featuring experienced marketing experts along with tech-savvy ‘youngsters,’ proved the best fit with the Graco marketing team and goals.

Three platforms and seven languages guarantee wide coverage for company’s airless paint sprayers

In addition to reaching out to professional painters and decorators with information on Graco’s airless paint sprayers, the campaign was also designed to build a community and show that Graco is serious about communicating via social media.

“In the B2B area, it’s not easy to get followers and good engagement on social media. It’s the opposite of B2C, where it’s a lot easier. So B2B social media programs have to work a lot harder.”
Gunther Walravens | Associate Partner at Living Stone

For Graco, being active in the online world was a new approach. Living Stone underscored the importance of consistency between on- and off-line marketing activities, and shaped a program for Facebook, Twitter and Instagram.
The theme of the campaign: countering the myths that exist about airless paint sprayers. Living Stone and Graco worked together to come up with a list of the inaccurate beliefs held by many painters and decorators when it comes to airless painting, and then countered each with a witty rebuttal.

Living Stone - Reference Graco

Once the strategy and messaging for each of the myths was worked out, Living Stone went to work building a framework for the project management aspects.

“An online campaign has to be handled just like a publication. Strict adherence to a project plan and deadlines is the only way that a large social media campaign like this one will succeed. In this case, we developed the post topics, created a posting schedule, wrote copy for the posts and then translated everything into seven languages. With such a wide scope of activities, tight project management was key, so that we would not lose any momentum once the program began.”  
Maarten Van Erdeghem | Social media expert at Living Stone

Graco’s social media campaign can also be expanded more widely. Plans are underway to introduce social media walls at trade shows or other events where Graco is participating. The walls will feature posts with a specific hashtag, projected in real-time on a wall for attendees to see and interact with.

Building a user community, and enhancing awareness of Graco’s handheld products are some of the goals for the program. But what’s really exciting, says Maarten Van Erdeghem, is the ability to discover and re-target new target groups, based on their responses to the social media posts. “Once someone interacts with a post, we’ve gained valuable information about their interests or goals. We can use that information to target them with additional information or offers, for example,” he says. “The campaign helps Graco expand its reach, solidify its community and find new target audiences, quickly and easily.”

Graco’s social media campaign can also be expanded more widely. Plans are underway to introduce social media walls at trade shows or other events where Graco is participating. The walls will feature posts with a specific hashtag, projected in real-time on a wall for attendees to see and interact with.

Building a user community, and enhancing awareness of Graco’s handheld products are some of the goals for the program. But what’s really exciting, says Maarten Van Erdeghem, is the ability to discover and re-target new target groups, based on their responses to the social media posts. “Once someone interacts with a post, we’ve gained valuable information about their interests or goals. We can use that information to target them with additional information or offers, for example,” he says. “The campaign helps Graco expand its reach, solidify its community and find new target audiences, quickly and easily.”

Graco social media campaign

About Graco…
Working closely with qualified distributors, Graco offers systems, products and technology that set the quality standard in a wide range of fluid handling solutions.
Graco provides equipment for spray finishing, protective coating, paint circulation, lubrication, and dispensing sealants and adhesives, along with power application equipment for the contractor industry. Graco’s ongoing investment in fluid management and control will continue to provide innovative solutions to a diverse global market.

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