3M FILTRETE™
Growing awareness
to grow a global brand.
Filtrete, a scientifically advanced brand controlling the quality of indoor air, needed to create a more human connection with consumers.
Campaign
Video
Experiential
Strategy
Digital
INSIGHT
People aren’t aware of the air quality within their homes – that indoor air can be more polluted than outdoor air. They’re also not aware that they can do something about that air quality, improving it to breathe easier.
IDEA
Empower people to be more air aware. Reach people with the human aspect of air quality, not just the science behind it. Authenticity and relatability were key, so we found real women who realized they had the power to improve the air in their homes with Filtrete. A multi-channel campaign told their personal and sometimes emotional stories in videos and stills across broadcast, social media, in-store, web and digital.
RESULTS
Significant growth in brand awareness and relevance, in-store presence and media benchmarks.
DOUBLE DIGIT
increase in POS sales during campaign period YOY
TOP % IPSOS
brand choice, attention, linkage
EXCEEDED
media benchmarks
“
It was inspiring to see these stories authentically come together and connect our products with the value they provide in people’s lives.
Global Sr Brand Comms Manager, 3M
Based on engagement, our client extended to a multi-year campaign.
We developed five Filtrete Air Stories featuring different air triggers for real families.
