Opportunity: Help Owens & Minor, a century-old manufacturing and global medical logistics company that's only ever been familiar with B2B communications, introduce its first proprietary brand — Safeskin disposable nitrile gloves — to the public.

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Insight: People rarely think to use disposable gloves until it's too late. When and if they consider getting disposable gloves beforehand, there's no prominently recognized brand. Nothing that stands out on shelves or in the marketplace.

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Solution: Drive traffic to the Safeskin website by tapping into an inherent truth around our hands and health being the most impacted when we don't use quality disposable gloves.

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Result: After learning the client was happy to absorb the minimal cost of producing a batch of their new gloves, we created a social campaign driving people to the website for a free sample. All 200k packages were claimed in under two weeks, piquing interest and building awareness through online search and engagement that resulted in 420k+ additional orders.