Elmer’s glow in the dark glue
”own the dark”

The Challenge
Popular glue and slime brand, Elmer’s wanted a fun and engaging way to launch their Glow In The Dark glue. Talking to parents of children aged 4-13, and kids also in this age group – we wanted a way that encouraged children to enjoy their play during times of darkness around the home.

The Idea
We created a campaign, living purely in social media (across Facebook, Instagram, YouTube and influencers) that tapped into empowering children to Own the Dark. 

• Kicking off with two animated films that told the story of children who used their Elmer’s Glow In The Dark to explore the dark places in their homes

• To take this one step further, we wanted to provide a utility to our audience and so created a downloadable blueprint to be able to create a torch out of cardboard to house Elmer’s Glow In The Dark slime.

• This was also driven by influencers - Real Dads of Melbourne, Sarita Holland and Grace’s Room

The Results
We successfully reached 100,000 children (<15 years) via YouTube. Additionally, we reached a total of 1.3M kids and parents and had a total of 4.1M views across our content during the campaign period.

The Role I Played
In this, I drove the creative campaign throughout pitch to win of the idea, shooting and production (done in-house), as well as social and content strategy, including running the successful paid media campaigns.