Valspar: The perfect match
180% growth in organic visibility
150,000 increase in web sessions
43% increase in traffic to colour categories
Boosting traffic:
We helped Valspar to achieve a 150,000 increase in web-sessions year on year, by delivering sustained growth in visibility, engagement, and organic performance. We also contributed to a 43% increase in traffic to colour category pages, and a 180% growth in organic visibility over 24 months.
Valspar saw an increase in high-intent traffic to its inspiration content hubs, improved organic discoverability across key search and editorial touchpoints, and enhanced share of voice in the UK paint and interiors category.
Valspar, the exclusive paint partner of B&Q, operates in a highly competitive UK home improvement market dominated by established heritage brands and fast-emerging digital-first competitors.
Despite strong in-store presence and industry-leading colour-matching technology, the brand needed to increase awareness of its colour-matching service, drive engagement with online colour and inspiration content, and strengthen differentiation in a crowded paint and décor category.
The Strategy:
We delivered a four-year, always-on media relations programme combining proactive storytelling, press office management, and campaign-led amplification.
Key activity included consistent reactive and proactive media engagement across consumer, lifestyle, interiors, and trade press. Seasonal and trend-led storytelling played a central role in securing coverage aligned to key home improvement moments and interior trends throughout the year, maintaining relevance and sustained visibility.
Media activity was designed to support measurable traffic growth to colour and inspiration content, ensuring earned coverage consistently reinforced Valspar’s key messages and positioned its colour-matching technology and expansive palette as category-defining innovation.
