How Berger Paints Ads Using Customer Personas - Case Study

Deconstructing Berger Paints advertisement using Customer Personas.

Recently, I saw a video advertisement from Berger Paints that connected distinct types of customers to the solutions offered by them.

Here is a quick break-up of the advertisement and how Customer Profiling helped create it.

I am hoping that this article would trigger the reader’s creative juices to use customer profiling in real-life marketing.

Let us start with understanding how identifying the demographics of the customer persona helped in the advertisement.

They are multiple options in google ads that connect detailed demographics, Interests and habits, active online research, and if they have interacted with your business before. Since I was the recipient of the google advertisement, here are the probable choices made by the marketing team of Berger Paints.

• Demographics

They have targeted urban Indian dwellers – between 35-60 years of age.

They have targeted English speaking audience.

• Behavior

They also used the audience intent option for people interested in say home décor and related topics. They targeted homeowners and, people actively researching “Home & Garden” products online.

They may have opted to relate the google ads to keywords that a prospect uses to research connected words online. In my case, it was ‘waterproofing specialists.’

For the uninitiated- A Customer Persona identifies all these parameters as a part of a detailed customer profiling exercise. 

They also used video, the format that has the highest engagement.

Now for the interesting part! Let us see how they converted a customer persona exercise into an advertisement that connects with a wide, but the right audience. The advertisement showed distinct types of customers and how Berger Paints have the perfect solution for all their painting needs. 

Customer #1

• The Cautious One

The one who takes all precautions, reads all information, and checks everything online before opting for a service. 

Customer #2

• The Chic One

The one who has great aesthetic sense, wants stunning textures, along with a safe painting experience

Customer #3

• The Bored One

The one who gets bored of the same look and is always looking to refresh their home and walls.

Customer #4

• The always on a budget One

The one looking for pocket-friendly painting packages without compromising on quality or safety. 

What do you think worked for Berger paints with this approach? Here are four of my observations from the eyes of a prospective customer. Please do contribute by sharing your viewpoints too. The organization was able to connect to distinct types of audiences with a brilliant single advertisement.

• The organization was able to connect to distinct types of audiences with a brilliant single advertisement.
• The descriptive copy smartly spoke about the assorted reasons people have, to paint their homes. Again, a brilliant strategy to connect diverse needs in a single advertisement.
• The caricature like people is funny and relatable. This is an artful tactic for the audience to feel connected to the brand, while feeling good about their own persona
• Using the customer persona triggered a feeling of relatability with their audience. It is the same feeling we have, when we read about our star signs in Linda Goodman’s books or the local newspapers weekly column. 

All the above points result in creating a higher recall value for the brand. And of course, more clicks to schedule appointments with the paint experts.

Food for thought! – Can we, as business owners, create similar communications? Can we convert our knowledge of our customer into marketing and advertisement content? Do share your ideas and thoughts.