Aims
We helped 3M use social media to spread word-of-mouth about their products and to engage with influential members of their target market online.
Activity
Our social media strategy helped 3M develop a deeper online presence through social media.
We helped them launch their Car Care cleaning range via a competition called "The Cleanest Car", which encouraged car enthusiasts to upload photos of their car before and after it had been detailed (extreme cleaning).
The winning entry, chosen by other car enthusiasts who engaged with the competition, bagged an all-expenses paid trip to Sweden for the ultimate Koenigsegg experience.
“The Cleanest Car” competition was promoted through blogger outreach and other social media channels, including Facebook, Twitter and YouTube. We also helped 3M identify, target and engage with social media influencers, including detailing expert Paul Dalton, to spread word of mouth about the new products online.
Key results
- “The Cleanest Car” launch involved identifying and engaging with influencers on Twitter, blogs, forums, and in car clubs. This helped spread word-of-mouth about the competition and the Car Care product range, which, in turn, helped to increase online sales in 60 different countries.
- The largest increase in sales was in 3M's key markets - the UK, Australia, Spain and the US.
- Word-of-mouth about the cleaning range spread rapidly online and Amazon placed their first direct order for the full Car Care range and will continue to order on demand.
FreshNetworks has helped us use social media for a range of products, including the 3M Car Care range and our Pocket Projectors. I’ve been very happy with both their long-term strategic planning, as well as how they delivered social media campaigns.