Filtrete™ Air Quality Solutions
From two social media pilot campaigns to longtime owned media content partner, MSPC helps educate consumers on the importance of indoor air quality, demonstrating Filtrete™ Brand’s air quality expertise in strategic and unexpected ways.
Solution
Since 2014, MSPC has partnered with Filtrete™ Brand to lead owned content strategy for site and emails. From lifestyle Home Tips articles, monthly emails and Filtrete™ Smart App tips to new product copy and campaigns, digital ads, gifs, infographics and printable guides, our content is consumer-minded and data-driven. We apply an ‘around the filter’ approach to our editorial brainstorming: yes, it’s important to sell products, but consumers need to understand how air filtration and purification works, why it matters and how individual actions impact indoor air quality. This strategy allows us to make filters fun and empower users to create better, cleaner home environments so they can proactively keep their families safer and healthier.
Content Features
- Home Cleaning Tips and Checklists
- Pets and Indoor Air Quality
- Allergies and Symptom-Reducing Tips
- New Home Air Quality
- Construction and Remodeling
- Entertaining and Cooking
- Health and Wellness
- New Baby
- Weather, Climate and Natural Disasters
- COVID-19
“MSPC has really helped 3M take our content to the next level. They dig in to research and analytics to inform their content—they’re really listening to the consumer. And they’re not just giving you the easy answer; they go the extra mile.”
3M Marketing Communications Manager
280+
Articles written
9 year
Partnership with MSPC
1.5+M
Emails sent in 2022
Results
For many years, Filtrete™ Smart and 365 have been the top-performing email programs in the Consumer Business Group at 3M. MSPC content streams feed both of these monthly email reminder programs. Our email content drives back to lifestyle articles on Filtrete.com, with email placement being informed by brand segmentation, audience insights, seasonality and editorial prowess. Other modules include filter life status and product offers.