HUMANIZING DULUX ON SOCIAL MEDIA
Objective:
Make Dulux feel real, warm, and relatable — like someone you’d actually want to follow, not just a brand you buy from.
On social, people don’t connect with products. They connect with stories, feelings, and personalities .
So the idea is to make Dulux behave more like a person — with a voice, a point of view, and a heart.
1. What Does Dulux Stand For?
Dulux isn’t just about paint.
It’s about making homes feel more alive — bringing joy, pride, and care to every wall and corner.
So, instead of saying “We make high-quality paints” , we make our brand sound like:
“We bring colour and comfort to the spaces people call home.”
2. Brand Archetype
Dulux fits between The Creator (inspires imagination and design) and The Caregiver (protects, nurtures, reassures).
That means our tone of voice should always feel:
- Warm
- Visually rich, aesthetic and inspiring
- Reassuring , especially when we talk about durability or product benefits
3. Who Are We Really Talking To
Our audience isn’t just homeowners — it’s people who care about their spaces and the ones who are woke and aware of what they really want.
- Young couples setting up their first homes
- Families upgrading or refreshing
- Design lovers who follow trends and love aesthetics
They all want beautiful homes with less hassle and safer surroundings — so let’s speak to that in a human, relatable way.
4. Content Buckets (Our Core Themes)
We’ll keep about 4–5 content buckets that reflect both the brand’s emotional side and functional edge.
| Bucket | What It Does |
|---|---|
| 1.Colour Stories | Bring out the emotional power of colour |
| 2. Product post | Highlight the new age inspired products that Dulux offers. |
| 3. Expert tips & tricks | Build authority, share easy tips and some pro trips. |
| 4. Protection Made Simple | Product-focused, but still human |
| 5. Topical Moments | Cultural + seasonal hooks |
| 6. Moment Marketing | Celebrate what everyone around you is celebrating to generate the feeling of oneness. |
| 7. Ongoing programs | Maestro, Assurance and many more to come |
5. Use the Hero–Hub–Hygiene Mix
We’ll plan our content in three layers:
- Hero: The big, emotional storytelling pieces (e.g. Diwali film, campaign
moments). - Hub: Regular, relatable content formats (e.g. decor tips, colour stories, reels).
- Hygiene: Always-on product and paint care content that people look for.
Basically — Hero gets attention, Hub keeps the connection, Hygiene builds trust.
6. Plan with Themes
Each quarter should have one strong emotional theme — and every month builds on that.
| Quarter | Theme | Monthly Focus Examples |
|---|---|---|
| Jan–Mar | Fresh starts | Colour your new beginnings” / “Walls that inspire your next chapter |
| Apr–Jun | Care & Protection | Monsoon-proof your memories |
| Jul–Sep | Creativity at Home | Your home, your canvas / DIY & colour tips |
| Oct–Dec | Celebration & Belonging | Har Rang Mein Tyohar / Diwali & festive moments |
7. How This Shows Up in Our Daily Content
| Week | Theme | Example Post |
|---|---|---|
| Week 1 | After-festive refresh | Let your walls recover from the celebrations — here’s how to keep them shining. |
| Week 2 | Everyday moments | The wall behind your sofa deserves its own spotlight. |
| Week 3 | Colour personality | If your mood was a shade — what would it be today? |
| Week 4 | Care and durability | Your walls face it all — we make sure they stay strong through it. |
8. To Sum It All Up
We’re not just building Dulux’s presence.
We’re giving it a personality people can connect with — someone warm, creative,and reassuring.
The kind of voice that makes people say —
“I don’t just like Dulux colours… I like what the brand feels like.