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BRIEF/BACKGROUND:
Post-It® Notes. Scotch® Tape. The yellow and green Scotch-Brite™ pad. All iconic products, household names around the world. But fewer people know about the brand behind these names – 3M – and that it also offers over 200 other consumer products; all just as innovative and helpful, but not as well known.
For over 100 years now, 3M has placed science at the heart of what they do, inventing new scientific innovations to create a wide range of amazing products that help make our daily lives better in so many different ways. And this is reflected in their motto of Science Applied to Life.
How can we tell the 3M brand story better while helping drive sales of its hundreds of lesser-known products?
The Idea
One thing all 3M products have in common is that they are all the direct result of 3M’s brand message: Science Applied to Life.
Although small and simple in appearance, each 3M product is packed with innovative technologies that quickly solve daily problems in surprisingly clever ways. Like life hacks.
So we introduced 3M products as life hacks – really clever ways to make daily tasks easier.
The Execution
In an ecommerce partnership with Lazada, we created the 3M Innovation Store, a 3M branded store within Lazada where shoppers could find up to 215 really clever products to make life daily better. Products were organized into three categories to match audience life needs:
Science That Cleans to clean and organize homes
Science that Protects to prevent home health issues
Science that Moves for automotive products and accessories
Out of 215 products, we identified 3 hero products and served them as Life Hacks to online consumers with specific demographic needs and invited them to the 3M Innovation Store where they could find hundreds more.
TARGETING & MEDIA STRATEGY
Using Lazada’s 3rd party data to identify online consumers with specific demographic needs, we matched our audience to one of the three product categories. Deeper insight into each user demographic allowed us to target individual users with specific “life hack” videos, Facebook carousels, social posts and display banners featuring a hero product with the greatest relevance to their needs.
Like a spray that lets you wash and wax your car without water for car owners living in condos, who don't have easy access to water at their parking slot.
Or a tape that lets women quickly adjust the hems of their trousers in seconds for younger female audiences who have not learned how to sew.
And for families expecting babies or with young children who have recently renovated/moved into a new home, a simple home test to detect lead in everyday surfaces, household materials and toys helps keep their families safe and healthy.
3M Waterless Wash and Wax – for people in condos who lack car park water points.
Adjustable Hemlength tape – for ladies living alone and don't know how to sew.
3M Lead Checker – a simple way to test surfaces for harmful lead.
RESULTS
Launched on 12 December 2016, the campaign was a resounding success, delivering benchmark-breaking results in the first two months alone.
By promoting just 3 hero products, we sold hundreds more
