THE CHALLENGE

Elmer’s, the global reference brand for Slime, asked us for an awareness campaign lasting throughout the year, with a new communication concept for Italy.

THE EXPERIENCE

We created the concept ELMER’S UNISCE DAVVERO and adapted it into a digital campaign focused on three key periods of the year for the brand: Spring, Back to School, and Christmas. The claim highlighted Elmer’s ability to bring people together (just like the glues it sells) — adults and children creating Slime, playing, and having fun together with family and friends.

We supported the idea with an influencer marketing boost and a seeding campaign that led to the creation of content distributed across influencer pages and the brand’s YouTube channel. Each talent/influencer, through self-produced content, invited their Instagram followers to post — using the hashtag #elmersuniscedavvero — a photo or video while playing with Elmer’s Slime.

All posts were then gathered in the gallery on the dedicated landing page www.elmers-uniscedavvero.it and contributed to a charity project in collaboration with the Rava Foundation! For every post shared with the campaign hashtag, Newell donated 1 euro to the foundation.
And it doesn’t stop there; the campaign gained further digital traction with YouTube pre-roll ads and Google Ads, not forgetting the essential in-store presence.