Objective:
To create awareness and highlight the value of 3M’s consumer products by educating the audience about the science behind them, demonstrating their ability to enhance daily life, and using influencers to make the technology relatable, emphasizing practical solutions for everyday challenges.
Approach:
Relevant Expertise: Influencers were chosen based on their expertise, aligning them with specific 3M products, such as using an interior designer for Command Hooks and a food blogger for dish-cleaning sponges.
Diverse Lifestyles: The campaign featured lifestyle influencers leading busy lives, offering relatable scenarios to showcase the practicality of 3M products for a broader audience.
Activity:
- At the event, influencers collaborated with a scientist who educated them on the scientific foundations of 3M products.
- They created engaging reels that showcased the products in household settings, demonstrating their practical applications
Metrics:
Collaborating with influencers from various lifestyles helped humanize the technology and brought a unique, relatable dimension to 3M’s "Tech Connect 2023" event by showcasing their products in action, adding authenticity and credibility to the campaign.