Fixing is Good
Sugru presents Fixing is Good, a compelling content-driven campaign launched in the United Kingdom in October 2017 that champions the empowering benefits of repair and creativity within the House and Garden industry. This campaign shines a spotlight on Sugru's vibrant community of fixers around the world, who continuously inspire with their inventive and original approaches to mending everyday items. By showcasing diverse fixing heroes, from a resourceful mother of two to a resilient couple who cycled through Mongolia and children adept at repairing their own broken toys, Sugru effectively highlights the spirit of innovation and sustainability embedded in its mouldable glue product. Through two carefully crafted media assets, the campaign communicates a broader message about the environmental and personal value of fixing over discarding, reinforcing Sugru’s position as a catalyst for positive change. With its authentic storytelling and relatable characters, Fixing is Good not only promotes product usage but also builds a strong community ethos that resonates with consumers who value ingenuity and environmental consciousness. Garnering nearly 4,000 views and engagement in the form of likes and comments, the campaign successfully leverages user-generated content and emotional narratives to deepen brand connection and encourage a culture of repair. The campaign’s strategic focus on real stories from real people elevates Sugru beyond a product to a movement, motivating audiences to embrace fixing as a fulfilling and responsible choice, thus strengthening brand loyalty and market presence in the competitive home improvement space.
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