When Krazy Glue and its agency SBC started thinking about a cohesive (or perhaps an adhesive) messaging plan for 2013, one thing they quickly discovered was that people who mentioned the brand on Twitter basically all talked about the same thing already: what they’d fixed.
Some of those fixes are pretty unusual, too, says Matt Zuby, associate product manager for Krazy Glue.
“There are so many wild ways people use Krazy Glue to fix different things, so many random things you wouldn’t think of,” he says.
So the brand simply followed its own fans’ lead. In March, it started up the Krazy Big Fix campaign, which invites fans to submit photos, videos, or descriptions of the things they’ve fixed with Krazy Glue. So far, more than 4,100 people have submitted their fixes.
Not only is that spreading the word about the Krazy Glue, it’s also providing the brand with tons of information it didn’t have about how people use its super-sticky stuff.
Krazy Glue did a lot of advertising and promotion in 2012, but it was made up of a lot of different, unrelated pieces, Zuby says.
“We never had a focused plan of being involved in the conversation,” he says.