As consumers trim their budgets, finding cheaper alternatives is often their first move.

• Switching to less expensive brands is the most common response (28%) to potential tariff-driven price increases, per a March 2025 Collage Group study.

Instead of pushing competitor price comparisons or discounts, paint maker Behr has launched its “DIYconimics” campaign, which aims to show consumers just what $100 worth of their product looks like. The brand tapped finance, DIY, and interior design creators to complete a paint job with the same budget and document their results.

“We know that value is at the forefront of everyone's minds,” said Andy Lopez, CMO at Behr. “We really wanted to leverage our social channels to reach a much wider audience to educate them in a fun way on the ROI of a painting job.”

Creating a DIY dialogue

While consumers might be cutting costs elsewhere, DIY buys are not high on that list.

Some 69% of consumers said they would spend more or the same on home improvement or gardening supplies in the next three months, per a February 2025 McKinsey and Co. survey.

The challenge included an Instagram Q&A series, where users who shared their workspace and budget could receive personalized direction from a “Behr Board” of creators. The brand recognized value as a common denominator for consumers, which made bringing in creators from different niches the right move, said Lopez.

Taking an educational approach to content also gave Behr an opportunity to learn more about its customers, said Lopez.

“We’re able to service the consumer and it aligns with our positioning as a DIY coach, but then we’re able to understand what they’re doing and the types of projects they’re interested in,” he said.

Watching paint dry

A DIY-focused campaign is already a perfect match for social and influencer marketing.

• 31% of US consumers say they take DIY and home hack suggestions from influencers on TikTok Shop, per a February 2024 PartnerCentric study.
• 18% of US and UK consumers say DIY is their favorite influencer marketing topic, per a February 2024 SproutSocial study.

“You get all of the payoff moments of these homemaker shows that take an hour to watch,” said Ryan Lehr, co-chief creative officer at Behr’s creative agency Deutsch. “We love creating these satisfying ‘reveal’ moments, and social is just so perfect for that.”

Courting a new generation of buyers

Beyond winning social engagement on the DIY challenge, the campaign also showed buyers “how easy it is to tackle a pain project.” That’s an especially important message for younger consumers who navigate the housing market with a value-first mindset, said Lopez.

• In fact, 63% of Gen Zers, and 65% of millennials said they’d consider a home that needs renovation, per a 2025 BMO survey.

"This millennial and Gen Z audience coming into the housing market has the largest spending power, and really resonates with this idea of education and entertainment,” said Lopez. “Being able to educate some of these new homeowners or DIYers is a big moment for us.”