Data Drives Media Creativity for 3M’s Nexcare™
Broadcast, Social, Experiential, Branded Entertainment
About 3M
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.
For year two, we took our approach to a bigger stage, partnering with ESPN’s X Games.
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.
The partnership has delivered.
Two consecutive years of double-digit sales growth for Nexcare™.
MediaPost 2019 Creative Media Awards finalist in the research/consumer insights category.
