Direct-to-consumer hand sanitizing brand Shimmy, known for its eco-friendly focus, has partnered with Gillette Stadium to reach business owners and potential customers. In the past, Shimmy's marketing efforts revolved around paid social posts. However, the brand found this approach ineffective, leading to a shift towards experiential and out-of-home (OOH) marketing strategies. This involves installing their dispensers at Gillette Stadium, home to the New England Patriots, thereby becoming the official hand sanitizer for both NFL and Major League Soccer teams.
“The platforms were in a state of disarray from the iOS updates and algorithm changes. We made some traction, but couldn’t justify continuing to spend behind such a high CAC,” said Liz Davis, CMO of Shimmy. ”Ultimately, we concluded one of primary purchase barriers we needed to overcome was a disbelief that sanitizer could be a pleasant experience.”
Shimmy's dispensers not only deliver hand sanitation but can also function as an advertising platform for other brands throughout the stadium. Shimmy believes this strategy will help overcome the challenge of customers' skepticism about sanitizers and help create a more pleasant user experience. The company hopes to see customers fall in love with Shimmy through this hands-on exposure, as they pivot their marketing strategies towards OOH efforts.
What's Driving This Trend
- OOH Sanitizing Campaigns
- Shimmy's success with out-of-home marketing for hand sanitizers offers an opportunity for other health and hygiene brands to explore this advertising strategy.
- Dispenser Advertising
- Shimmy's dispensers as an advertising platform offers a disruptive innovation opportunity for advertising agencies and makes hand sanitization an enjoyable experience.
- User Experience Marketing
- Shimmy's pivot towards experiential and out-of-home marketing strategies signifies a trend towards prioritizing user experience in marketing campaigns.
Who This Affects Most
- Health and Hygiene
- OOH and experiential marketing can be a disruptive innovation opportunity for health and hygiene brands looking to promote their products while prioritizing customer experience.
- Sports and Entertainment
- Sports and entertainment industries can utilize hand sanitizing dispenser advertising to create an innovative revenue stream and prioritize the health and safety of their patrons.
- Advertising
- The rise of OOH marketing and dispenser advertising offers a disruptive innovation opportunity for advertising agencies and marketers to reach customers in new and creative ways.
