Dulux adds content marketing touch to latest AR campaign

James is editor in chief of TechForge Media, with a passion for how technologies influence business and several Mobile World Congress events under his belt. James has interviewed a variety of leading figures in his career, from former Mafia boss Michael Franzese, to Steve Wozniak, and Jean Michel Jarre. James can be found tweeting at @James_T_Bourne.

Picture credit: “99/44/100 Percent Bogo Free”, by “judy_and_ed”, used under CC BY NC / Modified from original

Paint manufacturer Dulux is combining bloggers with augmented reality (AR) technologies in a new content marketing campaign.

The campaign centres around the Dulux Visualiser, an AR app which gives consumers the opportunity to see how a colour scheme would work in their surroundings in real time. The app has recently been updated to enable ideas to be saved to virtual scrapbooks, and being able to order tester pots directly from the app.

As a result, Dulux has enlisted the help of influential lifestyle bloggers, including Poppy Love, who, in a sponsored post written in collaboration with Dulux, noted her influences on redecorating were wide ranging and did not just rely on the “home improvement magazines and Pinterest.”

The content partnerships come through online branding firm Collective and Mediacom, with 12 influencers selected to create relevant content on various topics from DIY, to remodelling, and painting. The content will also pass through women’s media company SheKnowsMedia, which clocks up 81.3 million unique global visitors each month.

Inas Sid, senior digital planner at Mediacom, commented: “We chose to work with Collective and SheKnows Media across this partnership as it allowed us to not only build a content partnership that can naturally connect with consumers, but that can be measured and optimised in real time.

“Working with Collective also allows us to amplify the content across a range of digital brand formats to connect with potential customers who might not have naturally been directly exposed to the content created by bloggers,” Sid added.

You can take a look at the Dulux Visualiser video below:

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