Cuteness Sells: The New Twist Scotch-Brite Puts on Influencer Marketing

Influencer marketing is everywhere

Author: Maria Minsker

July 28, 2017

Influencer marketing is everywhere. Brands big and small are working with different types of influencers to attract consumers, and it’s getting tougher to stand out among other influencer campaigns. Mindy Murray, brand communications manager at 3M, spoke with eMarketer’s Maria Minsker about what 3M’s Scotch-Brite cleaning brand is doing to differentiate itself. 

eMarketer: Tell us about your latest influencer marketing campaign. What made it different?

Mindy Murray: This year for our Scotch-Brite Lint campaign, we decided to focus on pet parents. Initially, we conducted a quick survey and found out that over 50% of pet parents have “no-pet zones,” or places where they don’t let their pets go. We wanted to enable them to break down those barriers.

To grow awareness about our Scotch-Brite Lint Roller, we decided to work with pet influencers instead of people. We partnered with pet influencers that already have a lot of credibility across social media, including ToastMeetsWorld, Goldens_Glee, LouboutinaNYC and Brussels.Sprout.

“Historically influencers have been celebrities, but today, thanks to millennials … it’s about relatability.” 

eMarketer: The term “influencer” now has a broad definition. How do you define and identify influencers for your brand?

Murray: Historically influencers have been celebrities, but today, thanks to millennials, it’s not always about celebrities. Rather, it’s about relatability. Influencers can simply be people who have similar lifestyles. In this case, relatability came down to pet ownership, but we’ve also worked with cleaning experts and other folks who understand the challenges of our target audiences’ lives.

eMarketer: What was the content strategy behind this influencer campaign?

Murray: The primary message of the campaign was that getting rid of no-pet zones is #WorthTheMess, and our pet influencers definitely helped us carry this message across social media [through different types of organic posts.] We told them the basics of the campaign, but we wanted it to be authentic and include their personality, so we gave them quite a bit of free reign.

“We told [the influencers] the basics of the campaign, but we wanted it to be authentic and include their personality, so we gave them quite a bit of free reign.” 

eMarketer: How challenging is it to differentiate yourself when it comes to influencer marketing, now that so many brands rely on it?

Murray: It is challenging, and it’s a big reason why this is Scotch-Brite’s first foray into working with pet influencers. We’re still learning what works, what doesn’t work and what we could do differently, but aligning with pet influencers does set us apart.

eMarketer: Can you share your biggest takeaways from this campaign so far?

Murray: We are still looking at post-campaign metrics, but so far we’re feeling good about it. At this point, we would probably duplicate it and do something similar again. By working with pet influencers, we’re enhancing the messaging around our product.

Photo by Krista Mangulsone on Unsplash