27. Sherwin-Williams Paints Itself Into a Corner on TikTok, with Tony Piloseno

Lead Balloon - Marketing, Public Relations and Strategic Communications Stories · Feb 2, 2022 · 46m

Tony Piloseno really likes paint.

And as a junior studying marketing at Ohio University, he channeled his passion for a part-time job at a Sherwin-Williams paint store into a wildly successful TikTok channel. His weirdly entertaining videos of mixing paint colors amassed hundreds of thousands of social media followers and tens of millions of views.

Inspired by his meteoric success, Tony pitched the concept of a branded TikTok channel to Sherwin-Williams marketing brass, hoping the company would recognize a ripe opportunity to build brand awareness and loyalty with a new generation of future…