Sherwin-Williams: Krylon 127

Pinterest's popularity boomed largely due in part to the bevy DIY ideas it had to offer. When it came time for Krylon to make a splash, Pinterest was the perfect partner. With Krylon, any object can become new again -- where better to show that off than a yard sale? So, Deutsch brought the World's Longest Yard Sale to Pinterest -- for a good cause. 

The team hit the road to find objects to transform with Krylon to showcase how much something can transform with just one coat of paint. These transformations were documented in real time on Twitter, the step-by-step tutorials were posted to Pinterest, and the objects themselves were even sold on Pinterest as well. Through Pinterests (then new) buyable pins feature, we were able to take what we found on the road, transform it, and put it up for sale. All of the proceeds from the items sold went to Charity Wings Arts & Crafts Center, a nonprofit organization that hosts free art classes and events for DIY communities around the world. 

The results were astounding -- the effort netted $2.7M dollars of earned media, won 18 awards including a Titanium Lion, and exceeded brand benchmarks, including a 400% increase in traffic to Krylon's Pinterest.