Glow-in-the-Dark Slime campaign
project brief
client
Elmer's
SERVICES
video production and promotion; live virtual video events with experts; content resource strategy and creation; digital and social media promotion; lead acquisition campaigns
target audience
parents and teachers of students (ages 4 – 13), school districts, decision-makers, buyers, and more
BUDGET
$500k campaign
goal: a 20% increase in sales during the ’18 – ’19 back-to-school season
increase of
overview
With the launch of their glow-in-the-dark line of products, Elmer’s was looking to increase sales during the ’18 – ’19 back-to-school season.
my role(s)
creative direction; video production and promotion; digital, print, and social design; social media management and promotion; email design and development
the outcome
Looking ahead to the 2018 – 2019 back-to-school season, Elmer’s launched a new product: glow-in-the-dark glue. With a goal to have increased sales by 20% year-over-year (YOY), Dun & Bradstreet partnered with Newell Brands and Elmer’s.
Our teams worked through a series of video and other resource content promoting sales of Elmer’s new product by using it to create DIY slime. Elmer’s succeeded in reaching their goals for the year while also possibly setting a trend for the upcoming school year.
the client
“For 70 years, Elmer’s has been the reliable and safe choice for kids and crafters to unlock their imaginations. From the iconic classroom favorite School Glue to the latest innovation in the fast-evolving world of Slime and multi-sensorial play, Elmer’s has been the partner in fostering curiosity and turning ideas into reality. Elmer’s celebrates the magic of making by inspiring people to create their way and experiment through fun, hands-on play.”
source: Newell Brands
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