FEATURED WORK:

Elmer's.


THE CHALLENGE:

Revitalize sales against cheaper, generic offerings taking over shelf space.

THE KEY INSIGHT:

Parents and teachers have very strong emotional connections to Elmer’s.

First day of school photos are a treasured family record and a deeply emotional moment, especially for moms with elementary school children. Tapping into this culturally shared moment would be a great way to reawaken and reignite the bond with Elmer’s brand.

OUR SOLUTION:

We positioned Elmer’s as the “Official Sponsor of the First Day of School” – a status no one had yet claimed.

At the center of the program was a free downloadable app for parents and teachers to capture and securely share the special first moments in their kids’ lives, like the first day of school. Supported by an integrated media plan, we included a complementary microsite, national TV, digital display and a partnership with the Kids In Need Foundation.

 
 

THE RESULTS:


140,000
— App downloads
40%
— exceeded sales growth
72%
— email database growth
35%
— increased distribution at key retailers
250,000
— products donated