In 2017, Elmer’s glue purchases skyrocketed by over 200% due to the resurgence of the kid-friendly craft - slime. Kids (and their parents) across the world purchased gallons of Elmer’s glue, attempting to achieve perfectly textured slime. These consumers didn’t just want the basics of how to make slime, they wanted fun and new ways to showcase their slimy creations. To support this initiative, I worked with the Brand Marketing and Activation teams to develop a digital content strategy that inspired usage among our target audiences for both slime and non-slime related projects. Upon building out the strategy, my team produced all content for the Elmer’s website, including web page banners, slime “recipes,” microsites, and articles.

Additionally, our team developed a digital strategy for Elmer’s Slime Games, an omni-channel digital campaign that garnered over 3000 entries from slime-makers across the nation and over one million pageviews during the campaign period.