The "Alpina Feine Farben" ("Alpina Fine Colors") range, which was launched in 2015 and is a fascinating selection of premium matt interior paints, was expanded in 2021 to include the "Alpina Feine Farben Lack" ("Alpina Fine Colors Lacquer") collection.

The elegant premium lacquers for embellishing and enhancing objects made of wood, metal and plastic are offered in the already familiar 32 modern color nuances of the Alpina Feine Farben interior paints. Four metallic colors as well as matt white and black nuances are also available. The metallic colors are offered as spray paint, which is also available for selected lacquers for painting, including matt white and black.

In addition to creating a dedicated microsite on the Alpina website, we also integrated Feine Farben Lack on social media. From April 2022 until the end of the same year, we ran a focused awareness and consideration campaign for the interior paints and lacquers, which was divided into several elements/measures and playout periods and optimally integrated the social media channels Facebook, Instagram and Pinterest into the communication concept. We started the campaign with a series of DIY reels, which were launched at Easter time 2022.

Covers everything: our formula for the perfect integrated marketing campaign

In terms of content, the aim was to clearly position Alpina as color experts who create products for high-quality interior experiences. The unique character of the products and the helpful and inspiring expert content from Alpina help consumers to create their perfect feel-good home, be it tone-on-tone or harmonious combinations.

The marketing objectives were to raise awareness of the new product range and Alpina Feine Farben in general and, building on this, to activate the target group and increase their willingness to buy.

The content we designed exceeded expectations and reached millions of people on Facebook, Pinterest and Instagram, the channels identified as particularly relevant for the target group.

Our campaign was a showcase project for the perfect interplay of creativity, technology and data-driven strategy and was particularly enjoyable thanks to the trusting and lively collaboration with Alpina.