105 mm impressions
+10% increase in Brand Favorability
+10% increase in Brand Familiarity
+12% increase in Purchase Intent
100,000+ website visits
3M's corporate campaign was designed to attract and engage the next generation of 3M customers, leveraging our product breadth, depth of expertise, and culture of curiosity and ability to solve problems for our customers to drive top of mind brand awareness, familiarity, and favorability with a target audience who doesn’t know (or narrowly knows) 3M. This program helped 3M's brand value increase 2% year-over-year; #60 in top global brands by Interbrand™
To actively humanize 3M, demonstrating how we use the wonder and power of 3M science to contribute to a better world every day, we leaned in on the power of curiosity - Wonder. We "painted" the world around us to showcase all the ways curiosity drives innovation, including our campus tower and light rail trains.
Our strategic activation pillars included: