Sherwin-Willams: Content Creation
For over two years I worked on the Sherwin-Williams account as a content creator for their various social media channels. I’ve created Snapchat filters for events, designed Sherwin branded swag, recorded videos for Instagram stories, photographed content, and designed content for their DIY audience on Instagram, Facebook, Twitter, and Pinterest, and for their Pro audience on Twitter and Facebook.
I also assisted in broadcasting and planning Facebook Live events. The main goal of Sherwin-Williams's DIY social accounts was to inspire, educate, build trust, and engage with their audience. Each month I brainstormed with my team to come up with new content that would help them achieve these goals week after week.
My Role
Collaborators
Visual Designer
& Photographer
Decker Moss, Project Lead
Caroline Savoy, Project Manager
Kaylee Dusing, Client Services
Kiley Gessner, Content Manager
Megan Hoying, Data & Analytics
Project Duration
Oct 2017 - July 2019
1 year, 10 months
Creating Color Inspiration
Each month there are reoccurring content themes across Sherwin's social media accounts, for example, “Color of the Month”. For every month of the year, there is a color selected to be featured based on current color trends. One of the ways we showcased these colors is through our Color Card series (pictured above). The photos show objects that inspire Sherwin-Williams's COTM and serve to inspire our DIY audience when choosing new colors for their next home project.
The Instagram Color Card series won a Silver Addy Award in 2017.
Another reoccurring theme was “Unstirred Paint”. The client would give me a list of colors to choose from, and then I would go to our local Sherwin-Williams store, request a can of the color, and ask them not to mix it in the paint mixer. I would then photograph the paint’s “unstirred” or unmixed pigments.
When we post these images, the accompanying copy often poses a question asking the audience to guess what the paint color name is, or if they see any imagery in the unstirred paint. These questions invite the audience to comment on the post and give them a fun challenge to participate in while boosting post engagement. Measuring content success through data and analytics allowed me to push creative boundaries by testing new ideas like this on a regular basis.
Project
Feedback
"Emily has grown her abilities as a creative on the Sherwin-Williams Social account. The experience she has gained has established herself as the go-to content creator, as well as a great creative collaborator. Emily is always learning and always finding new approaches to her work and has reached out beyond her regular team to learn new skills, to prepare herself for new challenges.”