Benjamin Moore Puts $11 Million into Social Networking

http://promomagazine.com/viralmarketing/news/0513-benjamin-moore-social-networking/

Benjamin Moore is going after its large fan base—and new customers—with a $15 million campaign, of which 76% is earmarked for social networking.

The campaign centers on eight top design and paint industry experts who may not be household names, but are experts recognized and respected in the design world, like Jamie Drake, whose clients include New York Mayor Michael Bloomberg and Superstar Madonna.

As for Facebook, Benjamin Moore plans to aggressively use the social networking site and Twitter (@Benjamin_Moore) to connect passionate brand customers and potential customers with the eight experts in the “Expert Exchange.” Other experts will regularly join the site to participate. Since the print ad appeared earlier this month Facebook fans have grown from 5,000 to 15,600.