3M, which hadn’t run a branded campaign in more than two decades, largely manufactures components for other products. Not many people know that. So the company worked with Colle McVoy to build a predictive model to achieve favorability by focusing on influencers. With six ads in game one of the World Series, the campaign partnered with brands like The New York Times to create content showcasing 3M’s innovations. It sought out opinion leaders’ favorite NYT, Spotify and NPR podcasts to create audio spots that felt more like segments than ads. Campaign viewers were 25% more likely to have a favorable opinion of 3M.