Two-phase engagement campaign

  • Engagement 1 - A collection of short, engaging videos to boost 3M ASD's brand awareness via Facebook targeting Need Recognition stage of user journey.
  • Engagement 2 - Facebook posts retargeted at Engagement 1 audience to engage them with an interactive, gamified piece of campaign content and campaign landing page hosted on the 3M website, targeting the Need Recognition and Educate on Need stages of the user journey.

Metal fabrication Audience

  • Purchases based on value: performance vs cost
  • Needs to 'see it to believe it'
  • Pragmatic, with a tendency to improvise with tools available
  • 530,000 estimated Facebook users

(Source: Facebook Ads data)

Creative proposition

Independent metal fabricators need to see how 3M abrasives perform before they become brand loyal. Let's show them how good 3M abrasives are in an entertaining and visually compelling way.

We will create intriguing and inspirational videos that show the practical use of tools in unusual situations.

suggested campaign user journey


  • Facebook has a pay-per-view model, where 1 view = 10 seconds.
  • Videos are auto-play so need to make positive brand associations early.
  • Videos uploaded directly to Facebook get ~30% more views than ads that link to YouTube videos.

With average Facebook video viewing times below 30 seconds, we need short, sharp bursts of interesting content.

1st engagement

FAcebook Video Ads

The ideas

1. vs. battle

Viewers guess what will happen, using humourous and relatable comparisons - can this 3M grinder cut through something more quickly than a man can eat a Yorkie bar? Can this welder sand a metal bar in the time it takes to make a cup of tea?

The Vs. videos will be presented in the style of industrial tests, similar to Wired's Battle Damage - where the practical tests are conveyed with fun, exciting visuals. Here, we could also scientific elements to reiterate the quality of the 3M products.

A combination of split screen comparisons and graphics will make this aesthetically striking in order to capture the attention of viewers within the first few seconds.

2. the big Reveal

In this video, mesmerising visuals of tools in action draw in the viewer, asking the question: What are we sanding/cutting? The use of slow motion and macro shots mean that the item in question looks unusually beautiful - until we zoom out to reveal what it is.


FACEBOOK promoted interactive content

The ideas

1. Can you guess what it is yet?

Users must guess the identity of an obscure ‘sliced’ object before the timer expires, and are awarded an overall score based on speed / fewest incorrect names that is displayed on a leaderboard. Scores and game can be shared on social via a CTA that prompts users to challenge their friends and provides a pre-loaded Facebook post message.

2. test your tools to the limit

Users conduct ‘experiments’ by selecting different abrasives tools and possibly other non-3M tools to destroy different objects. Each combination reveals a video of what actually happened.

Newton Running shoe interactive video

Shot in 1st or 3rd person, users are prompted via multiple choice buttons to walk their 3M engineer to select tools and objects to destroy from different tables, before choosing to see what happens.

3. Angle grinder adventures

Users become an all-action angle-grinder-wielding hero in an web app ‘interactive experience’ where they risk life and limb by making life-or-death decisions to complete their yet-to-be-defined, high-stakes perilous mission. The 3-minute interactive video will borrow from choose your own adventure books, the Crystal Maze, as well as point-and-click and first-person shooter video games, pausing at 3 predefined points where users are presented with a number of options to solve a problem. Choice matters, with the wrong choice leading to catastrophe (but with the option to ‘try again’) and the right choice allowing the action to move on.

cubitron ii campaign landing page

See the parallax scroll page in action


Measurement Plan

£900 - campaign goals, kpis and recommended tracking setup for either Axonn or 3M's digital powerhouse team to implement

Cubitron II Campaign landing page

£5,000 - design and build of the page, including layout, UX and copy.


As a mini-series, the videos will follow a similar visual style. Our recommendation is to build a set at 3M Atherstone, where tools and expertise are on hand. (Shoot will require an on-camera demonstrator and health and safety representative.)

  • On location filming day - from £4,500
  • 3x advanced edits - from £3,000
  • Additional props - TBC
  • Facebook advertising - this is a direct cost paid by 3M to Facebook. As it's a pay per view model, the amount you pay determines the reach you achieve. We recommend a minimum spend of £500 per month.

2nd engagement

Each of these ideas would involve the creation of two campaign pages

Can you guess what it is yet?

  • Dev - £4,500
  • Video - from £2,000 (this would count as an additional, advanced edit from our original shoot day)
  • Total - from £6,500

Test your tools to the limit

  • Dev - £4,500
  • Video - from £6,000 (This would involve an additional shoot, specialist equipment and advanced edits)
  • Total - from £10,500

Angle Grinder Adventures

  • Dev - £4,500
  • Video - from £12,000 (Intensive pre-production, several filming days, actors, multiple scenario edits)
  • Total - from £16,500

Summary of costs

  • Facebook advertising (direct cost) - recommend from £500 per month
  • Facebook ad setup consultancy - £300
  • 1st engagement - from £7,500
  • 2nd engagement (including measurement plan and campaign landing page) - £12,400 - £22,400

Previous work


Having worked with 3M across various departments and locations, it's clear that any content produced by Axonn would be much more valuable if able to syndicate - heavy visual focus and using text graphics for main directives mean they can be easily translated and understood across the globe.

The above example from the 3M PPE division, produced by Axonn in 2016 and translated into numerous languages for European distribution.

Axonn and Facebook Video Campaigns

Monarch Airlines #OurPeopleMakeUs

Monarch provided Axonn with a brief to create on and offsite content to support the brand campaign ethos around helpful crew with a light-hearted twist in order to drive traffic, brand awareness and engagement on the blog and other channels. The theme was based on their television advert and previous Facebook campaign (also produced by Axonn): Monarch crew don’t mind being too kind – even if it means going to great lengths…

This was a series of 3 videos released over 3 days on Facebook, Instagram, YouTube and Twitter and garnering over a million views across these channels.

Medacs #HealthcareHeroes

Medacs is a healthcare recruitment client, running a Spring/Summer campaign #HealthcareHeroes, with an aim to boost morale and share positive stories about nurses, the outstanding care they deliver and how they make a difference. This includes a landing page for their visitors to submit stories, a series of feature stories about helpful nurses, video content and a consistent social push across their channels.

Medacs primarily shared this with their almost 60,000 Facebook followers and on the day it was posted, the video garnered around 200 likes per minute. They then rolled out some paid advertising to increase awareness and views escalated to over 300,000 in just a few days.

Energenie MiHome Competition

Energenie ran a Facebook competition around a video produced by Axonn to increase engagement on the channel.

With a modest advertising budget, the video made a quick impact with thousands of views and a boost in engagement, comments and likes. The humourous tone combined with split screen and product demos adds to the value of the video, giving it longevity even after the campaign ended.

Created for you by

Jen Morris - Head of video

joe livingstone - director of strategy

catherine cooke - head of social

Katie welmans - senior account director

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