Behr is launching its largest influencer activation to advertise its Colour 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 learn the way 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 Colour of the Yr is Hidden Gem, a smoky jade shade.
The Colour of the Yr marketing campaign marks a giant advertising and marketing transfer for Behr. For the previous decade, the paint firm’s Colour of the Yr marketing campaign took an earned media method with a giant PR effort, mentioned Lopez. Whereas the paint firm has labored with influencers for previous Colour of the Yr bulletins, it has by no means been at this scale.
“It required a rise in our funding,” Lopez mentioned. “We have been very strategic so far as what platform made essentially the most sense to deliver our shade to life with considerably increased funding.”
Behr declined to share the price of the marketing campaign however mentioned that this 12 months’s funding is 15% greater than final 12 months.
Influencers unfold the phrase about paint
Behr hopes to achieve a mass viewers by working with the influencers, Lopez mentioned. The aim is that by educating influencers concerning the Colour 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 embrace Bre Eggert, Stephen and David St. Russell, and Meg Leonard. Some influencers had beforehand labored with Behr and companion Dwelling Depot. Others have been advisable 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 encourage them to tackle a undertaking 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 with the intention to proceed to construct some pleasure and motivation round our Colour of the Yr,” mentioned Lopez.
Behr designed the activation utilizing information from Pinterest exhibiting a big DIY viewers. Behr can even take over Pinterest’s homepage for twenty-four hours on Aug. 1 along with the Colour of the Yr announcement.
Lopez sees Pinterest as an important platform attributable to its extremely engaged, project-minded viewers.
“What excites me most about Behr’s 2026 Colour of the Yr marketing campaign is the way it demonstrates Pinterest’s distinctive worth in assembly shoppers throughout their second of inventive intent,” mentioned Kate Hamill, Pinterest’s VP of enterprise gross sales in North America, in a press release.
