Become a Domestic Ninja with This New Mouldable Glue Campaign

The team behind the world’s first mouldable glue, Sugru, has recently launched Domestic Ninja, a marketing campaign aimed at promoting the benefits of using Sugru to easily fix and improve everyday objects around the home. 

Working with ‘Content Worth Sharing’ specialists, Nonsense, a series of three lead videos have been produced. Each 45 second advert focuses on an everyday domestic challenge such as clutter and spills - all swiftly solved by a simple but ingenious Sugru application carried out in typical ninja style. 

The adverts will be shared and promoted across Youtube and Facebook throughout May and will help drive customers to a landing page packed with inspirational Sugru ideas and a 15% discount offer on your first 8 pack. Content will also be reproduced for mobile, supported by photography and animated gifs as part of a wider digital campaign.

Sugru’s head of marketing, Laure de Brauer comments: “Sugru was invented to get people fixing and making things again. We wanted this campaign to try and capture the massive sense of achievement people feel when they fix or improve something around the home - however small or mundane. We know there are millions of passionate people around the world getting a real kick from creatively solving everyday problems and the Domestic Ninja campaign is a lighthearted way of promoting that sense of empowerment.”

Jo Birch, Planner at Nonsense, added: “The strategy was inspired by the rising number of people proactively customising their products and their homes for a more personalised experience. We wanted to feature the amazing ‘Domestic Ninjas’ who are constantly inventing new ways to use Sugru and already using it to improve their homes.” 

The campaign will be supported with a social media campaign to find the top 100 #DomesticNinja tips and a seeding campaign to bloggers and relevant influencers managed by the team at Sugru.