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From Home Furnishing Business

Wayfair Partners with Sherwin-Williams on Content Campaign

Wayfair, an online destination for home furnishings and decor, has partnered with Sherwin-Williams, the nation’s largest specialty retailer of paint and painting supplies, to launch the Restore & Renew DIY Hub.

The custom-designed online resource features four Sherwin-Williams Diversified Brands, including Purdy, Krylon, Thompson’s WaterSeal and Minwax, with exclusive content that will help consumers bring their do-it-yourself projects to life. The partnership was facilitated by Deutsch Inc., Sherwin-Williams Diversified Brands agency of record, which spearheaded the media planning and buying for the campaign. 

“The Restore & Renew DIY Hub is a completely new opportunity for us and it is the first time these four brands have come together to advertise on one website in such an integrated way,” said Ian Gresham, senior vice president of marketing for the Diversified Brands division of The Sherwin-Williams Co. “Wayfair is a perfect partner as consumers have come to rely on the ideas and inspiration provided at through unique and accessible editorial content and video. Together, we are enabling consumers to discover tips and tricks that will help them enhance any space.” 

The Restore & Renew DIY Hub is an integrated campaign, including an array of high-profile onsite media, social promotion and blogging managed by Wayfair from creative production to execution. It will feature a variety of content supporting each brand, such as an “Upgrade Your Outdoors” series, highlighting outdoor area renewal using Thompson’s WaterSeal, and a “Flea Market Inspiration” series, which will showcase creative ways to refinish antique pieces using Krylon products.

“We are always looking for new ways to create compelling content for consumers, who look to as a resource for ideas on enhancing their homes in creative ways,” said Michael O’Hanlon, vice president of corporate and business development for Wayfair. “The Restore & Renew DIY Hub delivers robust multi-media content that raises awareness for these four Sherwin-Williams brands, which each lend to a wide variety of unique ideas for DIY inspiration.”

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