Rust-Oleum Gathers DIY-lovers to Test Products & Improve Marketing
An iconic American maker of paints and sprays, Rust-Oleum has been focussed on providing its customers with innovative products since 1921. In 2015, with over a billion dollars in annual revenue and hundreds of products on the market, Rust-Oleum was in a position that many legacy brands dream to be in.
But they had no tangible connection with their customers, the people they created products for. Rust-Oleum sells through big box retailers like Home Depot and Lowes, instead of in their own stores, where they would be able to create relationships directly with customers.
Why Rust-Oleum Needed Change
The paint brand knew change was necessary.
- They needed their fans to help them innovate and co-create new products
- They needed to increase brand engagement
- They needed to learn about their customers and their preferences
The organization recognized that the best way to achieve their goals was to create an online space for fans to gather, a place where the brand could connect with them on a regular basis. Rust-Oleum’s marketing leadership engaged Chaordix in the fall of 2015.
The site features everything from “Ask the Expert” sessions where Rust-Oleum associates answer questions about specific topics, to general chats where inspiration, advice and tips can be shared with the community.
Four Years & 13,000 DIY Fans Later…
Creator’s Studio is a branded online community filled with makers, crafters, and hobbyists from across North America. The community has grown to over 13,000 members, and has generated over 200,000 contributions from members from all walks of life. On a given week, hundreds of Creators log in and participate in the Studio, submitting Challenge entries, completing activities, filling out surveys, and engaging in lively discussions. In a world where online spaces are so often filled with nastiness, the Creator’s Studio feels like a giant family reunion.