3M Life HACKS
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.
How can we tell the 3M brand story better while helping drive sales of its hundreds of lesser-known products?
The Insight:
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.
Which is why their motto is Science Applied to Life.
The Idea:
All 3M products are the result of 3M’s brand message: Science Applied to Life. Although small and simple in appearance, each 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.
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.
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.
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.
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 for new families to test surfaces for harmful lead.
Promoted using social media videos, paid posts, social ads and display banners, each product invited users to come to the store to find more innovations.
RESULTS
Launched on 12 December 2016 in Indonesia and Vietnam, the 3M Life Hacks campaign was a resounding success, delivering award-winning, benchmark-breaking results in the first two months alone.
+12.4X Increase in sales across all 3M products
