3M Thinsulate is a lightweight down-alternative insulation for things like parkas, blankets, boots, mittens, and gloves. In recent years they’d faced increased competition from old brands like permaloft & new brands that were entering the market. To increase demand for 3M Thinsulate Insulation, they knew they needed to continue to drive consumer demand and awareness, but as a B2B company advertising directly to consumer wasn’t an option. Instead, they used what ad dollars they had to try to co-create content with partner brands like Carhartt, Rossignol, and Spyder.
Light Up for Good is the result of a content collaboration, one that was extended into in-store and digital communications during the holiday season. The premise is simple; when you wear Carhartt gear made with 3M Thinsulate Insulation, it’s never too cold to get outside and to do some good.