ELMER’S GLUE
/ Social media
/ Influencer marketing
/ Experiential
When the slime craze overtook our youth, some slimers were making up to $200,000/month from sponsorships alone, so Big Glue wanted in. See, Elmer’s is key when making slime and had, up until then, gotten zero credit.
Together with more than fifty of YouTube’s top slime influencers (they exist), ‘Elmer’s What If?!’ campaign was likely the reason glue was sold out that one time you really needed it. For months, we oohed and aahed kids with mystery unboxings, slime content, and custom slime challenges on a scale they’d never seen before. I helped tailor, curate, and resource every influencer’s unique experience that, in turn, engaged and mobilized their followers.
Case study
OLV Teaser
OLV 1
OLV 2
YouTube sensation Moriah got 17M views with her challenge
Collins & Devan Key also took slime to new heights with their challenge.
More challenges and videos here. Trigger warning for parents whose kids just got over their slime phase.
Elmer’s was recognized by AICP as one of the best to use influencer marketing in the last decade and, rightfully so, finally synonymous with slime.
I, on the other hand, have made $0 off slime.
✎
Accomplished with childlike wonder and Benny Ventura, creatively led by Marjorie Oetting at (former) Wunderman Thompson NY