3M goes digital

The company is focusing on a younger demographic with a new Instagram video project.
3MCanada

3M is aiming to connect with a younger audience than it typically reaches with the launch of its 3MCanada Instagram page.

Using a mix of paid and organic placement on Instagram, the new project was created with Toronto-based TraffikGroup to reach people under the age of 35 with Instagram videos that show how the company’s products help out in the daily lives of customers.

“People under the age of 35 represent both our future employees and customers, so we want to make sure we have a strong relationship with them,” says Erin Craven-Patrick, head of branding, 3M Canada. “We know there is a lack of awareness around how broad and deep the product portfolio of 3M is. We took that knowledge and built a campaign around the idea of what life would be like without 3M.”

Craven-Patrick says the new project represents an evolution for the company, which used to produce commercials with three-day productions and 100-people shoots.

“For these Instagram spots we shot the work on an iPhone in a very grassroots and authentic manner. We want to be where innovation starts and that is what this is all about,” she says.

With 55,000 products in its portfolio, Craven-Patrick says the video project can go on for a long time to come. She says the plan is to add one video a week to the page.