Engaging Video Content to Promote Sister Brands

Leveraging one brand’s popularity with the target audience, we created a video series to jointly promote its sister brand.

Challenge

After the success of the restoration series videos we produced for Dupli-Color, the parent company — Sherwin-Williams — decided to use a similar strategy to promote its sister brand, VHT. While the target audience was essentially the same — automotive DIYers — the challenge was that VHT had a much smaller brand recognition and budget than Dupli-Color. So in order for these videos to gain any traction whatsoever, we needed to do something different to gain some recognition in the industry.

Ideation

To replicate the success of the Dupli-Color series among DIY audiences, we focused the concept for a new video series for VHT around a similar how-to format that demonstrated the use of products. This series, however, would feature a “truck vs. truck competition” between Dupli-Color and VHT. By showcasing Dupli-Color’s restoration line alongside VHT’s performance products, we could promote both brands at the same time.

Execution

We used the Dupli-Color garage set one one side of our maker studio and built a VHT set on the other side to film the head-to-head competition. The scripting and editing of the video series was designed to both inform and entertain automotive DIYers who wanted to learn the applications of both product lines we represented. The video series was released in an episodic fashion, building anticipation for the next installment with every video we posted.

Check out our other Video Series featuring Dupli-Color:

1969 International Harvester Scout 800

1979 Chevrolet El Camino

1932 Hot Rod Roadster

Daily Driver Series