BEHR Paint came to IBM Watson Advertising looking to reach and engage consumers on a 1:1 level with personal recommendations that make their interior paint color selection process easier. Since the process of selecting paint colors is a personal experience, IBM Watson Advertising Conversations provided a perfect way for BEHR to offer personalized paint color recommendations at scale, helping to take the indecision out of the interior painting process.
IBM Watson Advertising and BEHR launched the first AI-powered Conversations campaign for the retail industry, showcasing BEHR's top-of-the-category benefits, and helping increase brand favorability and purchase intent.
Using IBM Watson's Natural Language Processing and Tone Analyzer capabilities, BEHR's proprietary consumer research, plus extensive training on BEHR colors, Conversations engaged in real-time, 1:1 dialogue with consumers, and delivered a unique paint color recommendation for each user.
Conversations engaged in real-time conversations, allowing consumers to interact with BEHR in a brand new way, via dynamic ads on weather.com, The Weather Channel app, and across other lifestyle sites.
With Conversations, BEHR exceeded brand benchmarks and saw meaningful time spent with consumers:
- Over 15K 1:1 conversations between BEHR and consumers, helping each user find their own personalized paint color recommendation
- 45 seconds average time spent within the Conversations unit per session
- 17% increase in Purchase Consideration for BEHR among their target audience
- 8.5% incremental lift in foot traffic to BEHR exclusive retailer locations
Since Conversations act as mini focus groups, providing real-time audience and customer insights, BEHR learned that consumers were more interested in quiet, relaxed tones versus bold colors, and color choices that would help them create rooms that felt tranquil, traditional, and timeless.
BEHR can leverage these finding to improve their ongoing product and marketing strategy.