Noru Paint, 'Ontact Marketing' Gains Attention

Driving 25% Sales Growth with Jipkok Painting Challenge, Ransom Color Consulting, and Paint It Talk

Photos related to Nurupaint's 'Ontact Marketing'.
Photo by Noru Paint

[Asia Economy Reporter Kim Jonghwa] As the COVID-19 pandemic prolongs and untact, or contactless culture spreads, Noroo Paint's Ontact marketing has recently gained attention.

Ontact is a concept combining untact (meaning contactless) with online connection (On), representing a new trend where people exhausted from minimal outdoor activities due to social distancing connect with the outside world through online channels to engage in various activities.

Noroo Paint is actively communicating with general consumers by utilizing 'Home-stay Painting Challenge,' 'Online Color Consulting,' and the YouTube channel 'Paint It Suda,' featuring employees directly.

This year, due to COVID-19, social distancing was encouraged, and home-based leisure activities shared on SNS became popular as part of the home-stay challenge trend. In line with this, Noroo Paint planned the 'Home-stay Painting Challenge' and held an event throughout September to help those tired of staying at home refresh their mood and home atmosphere through self-painting.

The challenge involved posting photos or videos of self-painting using Noroo Pantone Paint on Instagram SNS. About 800 participants joined the promotion in September, exceeding the company's internal expectations, and additional sessions are planned. It contributed to spreading paint culture among the public and served as a good opportunity to discover hidden masters in the self-interior field and secure content on excellent self-painting cases.

Noroo Paint also conducted the first phase of the 'Online Color Consulting' promotion in August for consumers planning home interiors or considering changing wallpaper colors with paint but struggling to choose from over 2,300 paint colors. Due to the great response, it will be held again from mid-November.

This was designed to allow those planning painting or needing color suggestions to comfortably receive color consulting at home. By submitting photos of the painting space, desired interior style, and color groups, Noroo suggests Pantone Paint colors perfectly suited to the space and provides styling tips.

Additionally, Noroo Paint has been closely communicating with consumers through the industry's first YouTube channel 'Paint It Suda,' launched in October last year. Over the past year, they have produced and uploaded as many as 44 episodes. Noroo Paint employees appear directly to deliver witty information on paint, color, and interior trends.

It is especially popular because it operates in a differentiated way, breaking away from standardized content formats that general consumers might find boring or difficult. Employees provide various information such as basic self-painting methods, product introductions, and color selection tips while performing the painting themselves. The Paint It Suda channel is planned, filmed, and managed overall by the Digital Marketing Team.

Due to the impact of Ontact marketing, Noroo Paint's cumulative sales of home interior paints until September this year increased by about 25% compared to the same period last year. Accordingly, Noroo Paint plans to further strengthen Ontact marketing.

A Noroo Paint official said, "In the untact era, it is very important to diversify contact points with consumers, so we are planning and conducting Ontact promotions. Through this, we can more deeply understand customer needs and enhance customer service and corporate brand image."

This content was produced with the assistance of AI translation services.