Elmers: Slime Worthy

A campaign that intersects wellness and creativity and positions slime as a self-care tool for adults. 

TLDR

Arts & Letters x Brandcenter | Four Weeks | Comms Plan + New Product Launch | Strategy | Spec Work

The Takeaway:

Take a cultural moment and keep it going through strategic innovation, cultural relevance, comms planning and re-targeting.

The Ask:

Keep Elmer's Glue Sales and the Slime Trend Going in 2020

Slime in 2017

This trend started on Instagram and YouTube and parents were buying tubs of glue for their kids to make. 

Elmer’s sales grew 25% in 2016 and another 50% in the first quarter of 2017.

 

Slime in 2020

Today, slime is more than just a toy for kids. 

People are building lucrative businesses and supporting their families through their slime concoctions. Slime is being used in various industries such as fashion, museums and health + wellness. 

Problem:

Slime is Still Viewed as a Toy for Children

Opportunity:

Slime + Self Care

Extend slime beyond just kids/teens but get adults excited about slime.  

 

Make slime another tool in people's self care tool kit / regimen, but make it a self care tool that you can’t live without. The campaign and comms plan is all about identifying moments in life that are “slime worthy”

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Comms Plan

There are three waves for this campaign that will help Elmers stay relevant 

  1. Create conversation 

  2. Hit them with a retail push

  3. Keep it relevant with efforts that keep the trend lasting

Announce

Market

Maintain

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Wave 1: 

Introducing “Slime Worthy”

Wave 2:

Market “Vitamin S” + Slime Therapy

Wave 3:

Maintain the Trend

3 months of a full virtual campaign

Goal:

Get Slime Worthy's name out there, and get people talking about slime and self-care. 

Start an Instagram profile for Slime Worthy that will

  • Help foster creativity, ideas and engagement

  • Use influencers in the health and wellness sector

  • Use artists to showcase slime. 

Bring Slime Worthy to life through retail and products

Goal:

Push Vitamin S into market and have it designed to have sleek and calming packaging 

  • “Luxury slime” won’t have to cost more than the glittery, childish glue products that Elmer’s is  already making

  • Have the right look, and be in the right place at the right time

  • Sell Vitamin S at stores like Urban Outfitters or Anthropologie

  • Partner with Creative and Wellness studios to host “Slime Therapy” workshops 

 Help keep the momentum going

 

Goal:

To extend the product life of Vitamin S to include texture of the month and is inspired by the success of Pantone's “color of the year” 

  • These slime creations will be placed with high foot traffic and stress:

  • Vitamin S vending machine placement airports, train stations, schools, colleges, shopping centers and work offices

  • Have people send in submissions for texture of the month via social and Elmers website each month

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Barriers/Tasks/Tactics

Barrier:

People are unaware of the benefits of slime

Task: 

Make people aware of the benefits of slime

Tactics: 

  • Create Instagram focused on self care and slime

  • Influencer content to demonstrate

  • Sponsored content to spread the Slime Worthy mission

Barrier: 

People see this product meant for children

Task: 

Bring slime to target in a way that appeals to them

Tactics:

  • Release new product line inspired by products our consumer is buying

  • @slimeworthy content tackles issues of young adulthood

  • Workshops cater to 21+ audiences

Barrier: 

Keeping slime top of mind when it comes to self-care

Task: 

Stay relevant and enter target’s routine

Tactics: 

  • Keep followers and artists engaged with “Texture of the Month”

  • Place Slime Vending Machines in populated, typically stressful areas for new audiences

  • Continue workshops to increase exposure and education

Measuring Success

Product Sales:

Glue and Slime

Website

Traffic

Social

Engagement

Workshop

Participation 

Texture of 

the month 

submissions

Earned

Media

Team:

Shannon Gerety: Strategist

Marnie Abraham: Strategist