As more people work from home, and as home renovations continue to boom during the pandemic, aligning cultural interests with living space aesthetics could hold greater appeal for consumers. The marketer hopes that by associating its products with songs fans enjoy - including hit Perry singles like "Never Really Over" and "Teenage Dream" - it can spur them to purchase color palettes that match the mood of their listening habits. Behr is trying to draw a clearer connection between its paint business and music streaming with the data-driven Spotify visualizer and ad campaign starring Perry.
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