3M Open (PGA Tour)

The 3M Open now marks a new era in MN golf. As an official PGA TOUR stop and part of the FedEx Cup series, the 3M Open brings the world’s best golfers and elite competition to the Twin Cities.

Since the inaugural 3M Open in 2019, I’ve led the social and influencer strategy to drive key messages around The Science of Golf and Community Giving. While the 2020 3M Open was a fan-free event, I was still able to deliver on core messaging goals and exceed 2019 baselines using integrated social strategies.

Leveraging a combination of paid, owned and earned social strategies allowed me to deliver the 3M Open narratives to our target audience in a relevant and engaging way, exceeding engagement rate and traffic baselines. Conversation around 3M’s charity and donation efforts drove more than 3x the mention volume YoY and by creating thumb-stopping video, social video completions were up 81% YoY.

The Science of Golf

3M Science helps golfers of all skillsets perform better on the course. The same 3M Science found at the 3M Open improves your day-to-day life in unexpected ways.

Community Giving

Partnering with Brooks Koepka and Dustin Johnson plus influencers Josh Duhamel and NFL Player Kyle Rudolph, I created social content to demonstrate how the 3M Open is giving back to charity partners, specifically with organizations helping to lift-up those impacted by COVID-19 & for social justice initiatives.