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Experience with slime leads to the creation of the sloomoo institute, an innovative business that combines emotional marketing and sensory experiences!
Em 2018, in the midst of a period of mourning, Karen robinovitz found solace in playing with slime – a gooey playdough popular with children – with a friend’s daughter. “I felt like I was 7 again for a few hours,” Robinovitz said. This experience, which brought joy for the first time in over a year, served as inspiration for creating an innovative and profitable business: Sloomoo Institute.This initiative transformed slime into a true case study. Emotional Marketing, offering an immersive experience that combines fun, nostalgia and emotional branding.
Sensory experiences that delight all ages
O Sloomoo Institute It's not just a children's amusement park; it quickly became a hit with adults too.
Focused in Sensory Experiences, the founders' objective, Karen robinovitz e Sara Schiller, was to offer something unique: an interactive experience that provided joy and relaxation, rather than simply selling slime.
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The first unit, opened in 2019 in New York, it quickly won over the public, generating lines that went around the block and selling out 3.000 tickets before even opening the doors. This strategy resulted in $ 1 million on tickets only in pre-sale.
Influencer Marketing and Skyrocketing Growth
The founders used Business Innovation by adopting influencer marketing strategies to create anticipation before the opening.
Influencers from different niches were invited for exclusive visits, even while the space was still under renovation.
This tactic attracted a diverse audience, including families, young people and companies interested in corporate events.
Currently, the Sloomoo Institute makes $4.3M monthly per month with its four units in the United States.
Resilience and adaptation in the pandemic
During the pandemic, the Sloomoo Institute has shown flexibility by moving online, selling slime and offering virtual workshops for kids and large companies like Google e Pfizer.
This adaptation guaranteed a revenue of approximately U.S. $ one thousand 300 per month in direct-to-consumer sales.
The success of the Sloomoo Institute demonstrates how Emotional Marketing and performance can go hand in hand, creating genuine connections with consumers.
Building emotional connections and community
Second Leonardo Cirino, CMO of EXAME + Saint Paul, “the strongest brands don’t just sell products, but also create experiences and emotional connections with their consumers.”
The Sloomoo example is a success story for professionals interested in Emotional Marketing and branding, showing the importance of building a story and a brand that really connects with people.
This strong sense of community is highly valued today.
A market of opportunities
With the growing search for Business Innovation, companies are looking for professionals who know how to interpret behaviors, create impactful narratives and find innovative ways to stand out.
The Sloomoo Institute exemplifies how selling is more than just a product – it’s about offering an experience that connects emotionally with the audience, creating a lasting legacy in the market.
SOURCE: EXAME
