When human insight meets technology we call it humanology.

 Jan Kelley

Some Background

Varathane® wood finish has been a household name for 60+ years, helping to improve the look of furniture, floors, cabinets and more.


Creative Strategy Influencer Marketing Community Management

Quick Brief

Connect Varathane with a younger audience: DIYers who have adopted chalked and spray paints but have yet to upcycle with wood stain.


Small budget. Big impact.

With its main competitor no longer being sold at Home Depot, Rust-Oleum Canada saw an opportunity to strengthen its relationship with the retailer. Rust-Oleum needed to inspire DIYers to start more projects using Varathane and, ultimately, drive more traffic to stores.

Inspiration comes in many forms. Social content, for instance.

To engage with a younger audience, we created a social campaign that didn’t focus on products – or even projects – but people. Through our “We, Wood” rallying cry, we invited woodworkers, both amateur and professional, from across Canada to share their passion with us. The micro influencers (50,000 followers or less) who told the best story – and generated the most buzz – were flown to Toronto to film a series of videos that we turned into organic social posts, paid social ads and sources of inspiration.








New Followers

We, wood. And we sure did.

We set out to create a movement – and that’s exactly what we did. Our #We_Wood micro influencer campaign was unique for the category and it brought an entire social community together (the hashtag is still actively being used). And best of all, it drove compelling business results. We helped Varathane surpass its sales targets by almost 10%.