Transforming a fragmented 3M division into a unified, highly targeted, cross-divisional global success.

Within the Construction and Home Improvement Market of 3M, all of the sub-brands and product categories within the division were working independently on their marketing communications. The range in product families was large. From hole repair, painter’s tapes, masking products, abrasives, to safety products, electrical and more. With different package designs, disparate visual languages and inconsistent, siloed marketing materials, the 3M brand itself was getting lost. In addition, current messaging was lacking valuable, targeted content for the consumer.

The goal was to bring awareness to the broader 3M portfolio for the Pro audience, grow demand, accelerate competitive share gains and achieve global sales growth of 12%.

 

AUDIENCE INSIGHT:

“Success isn’t only built by what I buy, it’s built by me.”

THE PLATFORM:

AUTHENTICITY | SIMPLICITY | GRIT

Results take tools + talent

Reputation is built by hand one customer at a time. Here we celebrate the Pro Contractor, honor their skills, and their relentless will to deliver quality results. Let’s get back to what matters.

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Authentically representing and celebrating the pro contractor.

Building a library of original content.
10,000 photos and counting.

  • Cross Category

  • Category Application

  • Product

  • Portrait

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Video content across nine product categories.

Global assets for print, digital and retail channels.

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A global portfolio unification for all Worktunes products.

Increased sales of 23% in 2020 and 16% increase year over year since. 

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3M Kid's Hearing Protection