Behr is launching its largest influencer activation to advertise its Shade of the Yr marketing campaign.
The paint firm is bringing 29 influencers to Wildflower Farms in New York for an “immersive coloration journey” on July 31 and August 1, Behr’s chief advertising officer Andy Lopez advised ADWEEK. The influencers will learn the way the colour was designed, see it utilized in decor, and create a real-life Pinterest board that may then be uploaded to their Pinterest accounts.
Behr’s 2026 Shade of the Yr is Hidden Gem, a smoky jade coloration.
The Shade of the Yr marketing campaign marks an enormous advertising transfer for Behr. For the previous decade, the paint firm’s Shade of the Yr marketing campaign took an earned media strategy with an enormous PR effort, mentioned Lopez. Whereas the paint firm has labored with influencers for previous Shade of the Yr bulletins, it has by no means been at this scale.
“It required a rise in our funding,” Lopez mentioned. “We have been very strategic so far as what platform made probably the most sense to convey our coloration to life with considerably greater funding.”
Behr declined to share the price of the marketing campaign however mentioned that this 12 months’s funding is 15% greater than final 12 months.
Influencers unfold the phrase about paint
Behr hopes to succeed in a mass viewers by way of working with the influencers, Lopez mentioned. The purpose is that by educating influencers concerning the Shade of the Yr, the influencers’ content material will attain a various viewers.
The influencers invited to the activation are all within the do-it-yourself area and have a presence on Pinterest. They embody Bre Eggert, Stephen and David St. Russell, and Meg Leonard. Some influencers had beforehand labored with Behr and associate Residence Depot. Others have been beneficial by Pinterest based mostly on their efficiency within the platform’s DIY area.
Influencers attending the occasion will add Pinterest boards that includes the Hidden Gem coloration, and Behr will inspire them to tackle a mission with the colour of their area within the coming months.
“We’re going to maintain that momentum for an excellent three to 4 months after the occasion with a view to proceed to construct some pleasure and motivation round our Shade of the Yr,” mentioned Lopez.
Behr designed the activation utilizing knowledge from Pinterest displaying a big DIY viewers. Behr may also take over Pinterest’s homepage for twenty-four hours on Aug. 1 together with the Shade of the Yr announcement.
Lopez sees Pinterest as an important platform as a consequence of its extremely engaged, project-minded viewers.
“What excites me most about Behr’s 2026 Shade of the Yr marketing campaign is the way it demonstrates Pinterest’s distinctive worth in assembly customers throughout their second of artistic intent,” mentioned Kate Hamill, Pinterest’s VP of enterprise gross sales in North America, in an announcement.
