We developed a tool, but the issue was the tool was very effective but we didn’t have the scale or reach. When this opportunity came up with Watson Ads and The Weather Channel, there was an opportunity now to get scale.

Tanuja Singeethem, Vice President, Digital Marketing, Behr

Business Challenge

Today’s do-it-yourself (DIY) home improvement consumers increasingly want answers, solutions and products personalized to them. This led executives at Behr Paint Company to seek an innovative way to help DIYers choose paint colors that match their unique tastes and project objectives.


Behr is using Watson technologies to help guide clients through paint selection process, and has combined this with Weather Company data to ensure that its clients are finding the color they want, along with the right time to apply it. The result: an engagement level 3.5 times higher than any previous Watson campaign, a 17% increase in consideration rate, and 8.5 times incremental lift of footsteps into store.


Solution Category

  • AI/Watson
  • Watson Customer Engagement