Minwax Lookbook

Associate Creative Director

As the interior stain category leader, Minwax is always working to remind audiences that it's #1 for a reason. In 2022, we produced the brand's first-ever lookbook, which featured three signature interior wood trends infused with dashes of user-generated content with the goal of inspiring end users through multi-channel efforts aimed at top-tier publications, key retailers and select influencers. Each copy of the lookbook came packaged alongside a personalized note in a custom box sealed with a branded belly band, all of which added to the elevated exclusivity. Media outreach included publications like Apartment Therapy and Better Homes & Gardens and featured an exclusive interview with Sue Kim, Sherwin-Williams Consumer Brands Group's Director of Color Marketing. Email marketing included lookbook-themed messages targeted at both pros and DIYers. And Minwax empowered retail support via an online portal that offered social media posts, sample Pinterest pins, Instagram story frames, website banners and an email header for outlets to share on their owned channels. All of this was paired with a home for the lookbook on Minwax's website — a landing page that has garnered the site's highest engagement rate.

Words: Teda Jenkins
Account: Jeanne Krantz, Brooke Carpenter & Lia Matz
Brand: Minwax
Channel: Multiple

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