Broadcast, Social, Experiential, Branded Entertainment
With multiyear sales declines and a big-spending competitor that was synonymous with the category, 3M’s Nexcare™ bandages needed a new marketing approach. Where did we start? By diving deep into the data, of course.
We analyzed data across business, category, consumer and brand research to uncover a differentiating audience mindset and entirely new go-to-market approach for Nexcare™.
In year one, media partnerships with Tough Mudder, Outside and USA Swimming were focused on activating event sponsorships, branded content and sampling across North America.
We created a bespoke, omnichannel program using linear TV, digital video, social media and on-site signage, activations and sampling.
Custom branded content featuring X Games gold-medal-winning skateboarder Brighton Zeuner was the centerpiece that further amplified the Nexcare™ message in an organic way to X Games fans.
Two consecutive years of double-digit sales growth for Nexcare™.
MediaPost 2019 Creative Media Awards finalist in the research/consumer insights category.