´Leap Ahead´, Bloomberg´s Native Advertising Campaign for 3M
Media associated with this campaign
Overview of this campaign
3M is more than Post-it Notes and Scotch tape. The Minnesota-based company manufactures more than 55,000 products – including welding masks, ear plugs and countless other innovations that protect the lives of the world’s workers.
Timed to Bloomberg’s New Economy Forum, 3M wanted to unite the company around the concept of safety as a fundamental human need. By spotlighting the impact of 3M science and increasing awareness around proper safety practices, 3M unveiled a unified brand narrative to act as champions of safety that improves quality of life.
Bloomberg Media leveraged a full suite of intelligence, knowledge partners, brand consulting services, creative studio and media platforms to create an integrated native advertising campaign on behalf of 3M – one that spanned from Indiana to India.
Tackling critical topics like work and transportation safety and air pollution, “Leap Ahead” included a combination of custom storytelling and brand advertising that demonstrated how commitment to safety drives meaningful social and economic progress.
“Leap Ahead” content was brought to life across the Bloomberg Media ecosystem, including digital, print, social, television and podcast channels:
Interactive films tell emotional stories of how safety leadership improves lives
An Indiana fire chief’s equipment investment shows the impact of safety innovation: https://www.bloomberg.com/news/sponsors/features/3m/high-tech-that-protects/?adv=19056&prx_t=QzQEAsnotAVykPA
Collaboration between industry and government leaders and 3M India is reshaping one of the world’s fastest-growing economies: https://www.bloomberg.com/news/sponsors/features/3m/collaborating-for-a-safer-global-workforce/?adv=19056&prx_t=TVsEAhnwvAVykPA
Infographic demonstrates how focus on safety can jumpstart new industries
Improvements in transportation infrastructure will pave the way for autonomous vehicles – and a 90% reduction in traffic fatalities: https://www.bloomberg.com/news/sponsors/features/3m/navigating-the-road-ahead/?adv=19056&prx_t=ZBwEArHotAVykPA
Articles show how 3M science impacts the world:
Personal filtration solutions give citizens control over the air they breathe as societies grapple with the world’s biggest environmental health risk: https://www.bloomberg.com/news/sponsors/features/3m/enabling-access-to-cleaner-air/?adv=19056&prx_t=ViwEArnotAVykPA
Results for this campaign
The “Leap Ahead” campaign resonated deeply with Bloomberg’s business decision maker audience. Results were impressive, with 19.5M+ impressions delivered as of December, and social activity measuring 15x projections. Content performance is exceeding benchmarks on measures like time spent and engagement.