How we helped Original Stationery’s slime kits become a No 1 Amazon bestseller.
Slime. It’s a phenomenon you’ve probably heard about. If you Google ‘how to make slime’, you’ll see over 150 million results. Original Stationery make a range of slime kits so you can create your own. But even though the slime trend was massive, their sales were at a standstill. What they really needed was to break into the US toy market by driving purchase via Amazon.
We created themed video and photo content based on both occasion and specific slime kits from the range. They emulated the authentic style of the popular slime tutorials on YouTube. Our presenter was deliberately slightly older than the target audience (primarily, kids aged 7 – 11) so they would view her as an encouraging, aspirational figure. Children can be pretty prescriptive when it comes to the brands they like, meaning pester power would definitely drive parent’s purchase decisions.
We handpicked micro-influencer ‘Instagram mums’ and sent them a slime kit to enjoy with their children. While they had smaller audiences than some of their competitors, they’re highly engaged and generally more trusted. They helped us generate a range of authentic user generated content to use across social channels and on Amazon, increasing visibility.
Original Stationery smashed the huge US market during Black Friday to become the No.1 Best Seller ‘Slime & Putty Toy’ on Amazon.com. It also ranked as No.16 Best Seller in the Toys category on Amazon, positioning it above the likes of toy giants — Lego, Playdoh and Monopoly.
In fact, with our help, it did so well that Amazon completely sold out of Original Stationery slime products, preventing it oozing even further up the charts. Regardless, we smashed our sales targets and increased sales by an unbelievable 1105% YOY.
Branding, Creative, Media, Social & PR, Strategy