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: Showcase Safeskin's easy-to-use, unique package design, while tapping into an inherent truth around our hands and health being the most impacted when we don't use disposable gloves.

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Result: After learning the client had 200k packages set to expire in the next couple of months, we executed a social media campaign that drove people to the website to request a free sample. All 200k items were gone in under two weeks. Peaking brand interest while driving awareness through online search and engagement. Leading to over 520k additional orders.