Shimmy, a direct-to-consumer hand sanitizing provider having an eco-friendly focus, is seeking to reach companies and potential prospects with dispensers at Gillette Stadium (home to the brand new England Patriots). The DTC brand, that was founded in 2021, is currently the state hand sanitizer for both NFL and Major League Soccer teams via the partnership.
Our strategy is usually to be section of experiences, said Liz Davis, CMO of Shimmy when asked concerning the brands online marketing strategy. And carrying it out in that joyfully unexpected way that consumers desire to share their experience. She didn’t provide exact financial terms for the agreement.
The partnership is section of a technique shift for the brand which had previously focused its marketing efforts on paid social posts. That strategy didnt prove effective for Shimmy, in accordance with Davis, and the brand is currently centered on meeting consumers personally with experiences and OOH marketing efforts.
Executing a strictly digital media marketing plan primarily on social media marketing didnt bring about enough sales to create it a sustainable solution to build our business, said Davis. Shimmy isnt the only real brand to test out new OOH efforts because the pandemics stay-at-home orders have loosened and brands have tried to fully capture eyeballs being outside again. Days Inn did an OOH campaign to attain customers which are time for travel amid the most recent stage of the pandemic.
That led Ashley Wayman, Shimmys co-founder, for connecting with the team at Gillette Stadium. The stadium was seeking to reimagine customers experiences post-pandemic including improving their existing hand sanitizer program. Shimmy CMO Davis pitches its solution as reduced touchpoint for the stadium experience, and a far more sustainable one since it uses minimal plastic and refills are packed in easy-to-recycle aluminum.
The partnership drives Shimmys product experience to the precise target audience they’re after, said Doug Livingston, partner and chief strategy officer at As well as, a worldwide independent advertising agency. The campaigns are clever with nods to the venue and consumer need to go back to their normal fan routines.
The project, that is a joint effort between execs at advertising agency BigEyedWish, Shimmy and Gillette Stadiums corporate partnerships team, allows other brands to put ads on Shimmy dispensers through the entire stadium. Shimmy dispensers choose about $74.
It really is unclear just how much of Shimmys advertising budget is assigned to this campaign, as Davis wouldn’t normally share overall budget specifics. In accordance with Kantar data, Shimmy spent just a little over $7,000 on marketing efforts in 2021. However, Davis said approximately 90% of its devote to this activation is focused on the physical dispensers in the stadium and making the knowledge as flawless as you possibly can in the high-stakes environment of a far more than 65,000-person stadium as the rest will head to in-person event marketing during Patriots pre-season events.
In the first days, Shimmy invested significantly in paid social media marketing advertising but was annoyed by the platforms status and the indegent experience people had with sanitizer. The platforms were in a stateof disarrayfrom the iOS updates and algorithm changes. We made some traction, but couldnt justify continuing to invest behind this type of high CAC, said Davis on the shift from social media to experiential and OOH. Ultimately, we concluded among primary purchase barriers we had a need to overcome was a disbeliefthat sanitizer is actually a pleasant experience.
The brand is currently fully pivoted to an OOH strategy to getting their dispensers spending so much time locally. Not merely do future customers see, experience, and love Shimmy, but our premium customization enables visitors to use Shimmy as a brandname experience tool or monetize their dispensers being an OOH advertising platform for his or her vendors, said Davis.