News flash: The country is on a budget. With rising costs impacting homeowners nationwide, budget-friendly home improvements are more relevant than ever. Painting is one of the most effective and affordable ways to refresh a space, yet many new homeowners underestimate the impact—and financial benefits—of choosing Behr. That’s why BEHR is launching DIYconomics—the study of why DIYing with BEHR is a financially responsible decision.
“Paint projects consistently deliver one of the highest returns on investment in home improvement, and DIYconomics is built around that insight,” said Andy Lopez, Global Head of Marketing, Behr Paint Company. “Painting is one of the easiest, most affordable ways to transform a space—and BEHR delivers unmatched value in a way that truly resonates with today’s consumer.”
“DIYconomics isn’t just about saving money, it’s about creating real value,” said Ryan Lehr, Co-Chief Creative Officer, Deutsch. “As a creative, it’s inspiring to see how far a can of BEHR paint can go to transform a space, even when you’re on a budget.”
To kick things off, we challenged DIY, Design and FinTok influencers to ‘The $100 Challenge’, where they proved that they can transform a room for just $100 using BEHR paint. Each influencer received The $100 Challenge kit and document their process, from unboxing to room reveal.
Next, three of those influencers—one DIY-er, one interior designer and one FinToker—teamed up to create The BEHR Board. Their job? Help people transform their space on a budget. We introduced them with a post calling for our audience to submit questions about a space that needs help, or general questions about designing your dream home on a budget.
The BEHR Board responded with personalized designs, tailored budgets, DIY hacks and BEHR paint color recommendations. Followers engaged and followed BEHR for a chance to have their question answered. Through expert insights, our quick tips and full room transformations content, BEHR inspired budget-friendly ways to DIY.
At the same time, we’ll host a sweepstakes where one lucky follower will win $5000 that they can use to DIY their space with BEHR.
We’ll end the campaign on June 5 with a final social content series called, “Wall On The Street”. A person dressed as a wall painted with BEHR will join in asking painting trivia questions to pedestrians.
