Elmer's
When an old brand improves its formula, how do you get consumers to rethink a product they’ve known since grade school?
We had to treat Elmer’s Glue-All as if it were a whole new product because with its new formula it essentially was. So we targeted moms and weekend DIYers through media relations, online videos and Facebook. We also created videos to illustrate all the new ways Elmer’s could be used in the home and hosted them on Elmers.com as well as Elmer’s major social media vehicles.
The re-launch of Elmer’s Glue-All was a huge success as it earned placements in publications ranging from The New York Times to American Woodworker. In addition, the videos drove high levels of hits and consumer engagement via Facebook, Twitter and YouTube.
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