Behr Taps Pinterest and 29 Influencers to Promote Its Color of the Year

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 shade journey” on July 31 and August 1, Behr’s chief advertising and marketing officer Andy Lopez advised ADWEEK. The influencers will find out how 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 shade. The Shade of the Yr marketing campaign marks a giant advertising and marketing transfer for Behr. For the previous decade, the paint firm’s Shade of the Yr marketing campaign took an earned media strategy with a giant PR effort, stated 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 stated. “We had been very strategic so far as what platform made probably the most sense to deliver our shade to life with considerably increased funding.”Behr declined to share the price of the marketing campaign however stated that this yr’s funding is 15% greater than final yr. Influencers unfold the phrase about paintBehr hopes to achieve a mass viewers by working with the influencers, Lopez stated. The objective is that by instructing influencers in regards to 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 accomplice House Depot. Others had been really helpful 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 shade, and Behr will inspire them to tackle a challenge 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 to be able to proceed to construct some pleasure and motivation round our Shade of the Yr,” stated Lopez.Behr designed the activation utilizing information from Pinterest displaying a big DIY viewers. Behr will even take over Pinterest’s homepage for twenty-four hours on Aug. 1 along with the Shade of the Yr announcement. Lopez sees Pinterest as an important platform resulting from 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 inventive intent,” stated Kate Hamill, Pinterest’s VP of enterprise gross sales in North America, in an announcement.