Nike and 3M teamed up for a highly anticipated, design-led collaboration that features best-in-class 3M innovation applied to iconic sneaker franchises like Air Force, Air Max and Blazer.

Overview

I led the content creation of 3M’s product launch on social as well as the influencer strategy that featured personalized shoes for influencers to share their unboxing moment. Leveraging social listening and insights informed how I worked with a designer to create social-first content that would make people stop in-feed to engage and want to buy.

The results

• Organic engagement rate on 3M social posts outperformed baselines by 73%​

• This collaboration drove a 99% positive conversation and dramatically increased 3M’s social sentiment

• I managed 7 influencer partner posts and leveraged their content to share on 3M owned networks

• To garner more reach, I strategically promoted influencers Brooks Koepka’s, garnering 1.5M impressions

Social highlights

Influencer highlights