Elmer’s & X-ACTO

Reached Over 1.5 Million Scrapbookers:

Elmer’s and X-ACTO teamed up to launch a new scrapbook line of tools for the crafty scrapbooker.  Scrapbookers can easily spruce up edges with the X-ACTO decorative edge scissors and ensure pictures stay put with Elmer’s CraftBond permanent tape runner. Elmer and X-ACTO hoped to make the tedious task of compiling photos and clippings one of leisure and simplicity.

Goal: Increase Reach, drive traffic to specific locations (Wal-Mart- only retailer for these products)

With such well-known brand names synonymous with sturdy projects and decorative edges the team needed to drive awareness to their new product line.

Campaign Strategy: Target Consumer, Sample Experience

BzzAgent targeted moms, from 25 to 55 years old, with an interest in scrapbooking to participate in this campaign. 10,000 Agents participated and 250 of them were active bloggers. Each Agent was sent samples from the entire product line as well as product education focused on performance and value. This product information included activities to drive creation and sharing of original user generated content.

Result: Increased Reach, User-Generated Content, Brand Perception

Increased Reach

• Reached over 1.5 million people via in-person and digital conversations.
• Each Agent influenced 159 conversations (Well over the BzzAgent average)

User-Generated Content

• Created thousands of posts and pieces of content via guided activities

• 3,380 Facebook posts
• 830 Blog posts
• 690 Tweets

Brand Perception

• Increased purchase intent for Elmer’s by 38 percentage points from pre to post-campaign, with 94% of participants likely to purchase the brand

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