Sherwin-Williams Partnership Brightens Wayfair DIY Hub

As it looks for new ways to enhance its e-commerce model for home-related products, Wayfair has partnered with paint and painting supplies retailer Sherwin-Williams to launch the Restore & Renew DIY Hub.

The custom-designed online resource features four Sherwin-Williams brands, Purdy, Krylon, Thompson’s WaterSeal and Minwax, along with exclusive content designed to help consumers bring their do-it-yourself projects to life.

Deutsch Inc., Sherwin-Williams diversified brands agency of record, facilitated the partnership and spearheaded the media planning and buying for a dedicated marketing campaign, Wayfair noted.

An integrated campaign, including onsite media, social promotion and blogging managed by Wayfair, will support the Restore & Renew hub operation, said Wayfair.

“We are always looking for new ways to create compelling content for consumers, who look to as a resource for ideas on enhancing their homes in creative ways,” said Michael O’Hanlon, Wayfair vp/corporate and business development. “The Restore & Renew DIY Hub delivers robust multi-media content that raises awareness for these four Sherwin-Williams brands, which each lend to a wide variety of unique ideas for DIY-inspiration.”