One Europe watercolour campaign
In 2024, Europe took a big step towards activating Winsor & Newton Through the Eyes of the Artist with the launch of the first 'European Watercolour Campaign.'
This initiative, created the chance for European teams to work together and tap into a shared market.
The campaign’s success is evident. During the period of the campaign, watercolour sales increased by 7%, and sales of the featured colors jumped by 63%. Over 300 stores across Europe were involved, offering special displays and promotions.
Key elements of the campaign included 44 in-store and online demonstrations that introduced customers to the beauty of watercolours. Additionally, 53 influencers helped spread the word on social media and together with paid ads campaign we reached 1.3 million people and generating over 3 million impressions. More than 2000 artworks were submitted in a Europe-wide contest, showcasing the creativity the campaign inspired.
This effort highlights the benefits of alignment in our teams across Europe, boosting sales in important categories.
The excitement for the 2025 Watercolour Campaign is growing, with hopes for even greater success next year, strengthening Europe's position in the art world.
Together, we look forward to continuing this exciting journey.
Mathilde Monnerie
Head of Marketing – Europe
Bravo Team Europe! It is so key to strongly support, activate and promote the W&N PWC vs the growing international competition…Continue to do so! …and get even mcloser the artists to listen their needs and expectations vs W&N !
Great job well done, thank you Marketing and Sales team Europe for executing such a great activation.
So many touch points with consumers and retailers. Wonderful to see through the eyes of the artist and the power of one more purchase feature so prominently in it.
Looking forward to seeing how we continue to build on this in 2025 with WC and take the learnings to other brands and categories.
Congratulations to all involved on such a comprehensive activation that delivered strong momentum and KPIs.
Well done team!
Yes great. Very good work and It will be key to share an adapted presentation trought our retailers. So congrats to all the people implicated In this campaign and to has done.