Behr Hotline
Behr Paint’s New Marketing Campaign Speaks to DIYers’ FOMU — Fear of Messing Up
Behr Paints
Content & Creative Direction
Role
Content Director & Editor
Timeline
12 weeks
team
4 creatives, 2 strategists, 2 content directors
platform
360 Campaign
The Real Problem
Forget fear of missing out. People are far more likely to experience fear of messing up.
Research from Behr found that 70% of consumers avoid starting DIY projects because they're afraid of making the wrong choice, with paint color selection alone preventing 40% of would-be DIYers from beginning projects at all. More than half (56%) reported feeling overwhelmed by the sheer number of options available.
To address this, Behr launched its "Let's Be Honest" campaign and introduced the Behr Hotline, acknowledging that consumers often need reassurance and guidance before they feel comfortable taking action. As a central component of the campaign, the hotline was designed to foster social engagement, build positive brand sentiment, and ultimately drive sales. Consumers were invited to call a toll-free number and leave voicemails with their paint and DIY questions, with the most relevant, informative, and entertaining submissions selected for responses from five DIY influencers partnering with the brand.
The campaign recognizes a simple but powerful truth: people often don't need more options—they need confidence that they're making the right choice.
Prioritizing DIY Cred Over Demographics
The hotline was promoted primarily through Behr's and the influencers' Instagram and TikTok accounts, where responses began to be shared on April 13. The influencer lineup included Tyler Cameron, a Florida-based home renovator and former Bachelorette runner-up with 2.1 million Instagram followers; Los Angeles–based Lauren Riihimaki, whose lifestyle content had attracted 4.2 million Instagram followers; and Bong Bain, the Utah-based mother and DIY creator behind the Wild Hearts Home blog, who had 311,000 Instagram followers.
Touting Trust and Ease
To reach DIYers who aren’t major consumers of social media, 30-second “Let’s Be Honest” spots are airing on broadcast TV and CTV as well as online through fall. The company is also looking to create retail activations, particularly with primary partner Home Depot, and there will be a social component separate from the hotline.
My Role
I directed, filmed, and edited the Behr Hotline campaign, providing creative direction and leading influencer productions across multiple social platforms. The campaign centered on a key consumer insight: many people delay DIY projects due to a fear of making the wrong choice. Through a series of influencer-led content pieces, we brought the Behr Hotline to life, encouraging consumers to call in with paint and home improvement questions and receive guidance from trusted DIY creators. By blending humor, approachable expertise, and social-first storytelling, the campaign helped position the brand as a reassuring resource for consumers seeking confidence in their DIY decisions.
