The campaign is being run by e-marketing agency Chameleon Net, targeting UK parenting blogs.
3M senior e-channel executive Mark Osbourn said: ‘We want to use an online approach to this campaign because there is a strong community-based interest in our accessories.'
‘The company wished to be more innovative than just using pay-per-click ads,' said Chameleon e-PR specialist Drew Davies.
3M, a ‘diversified technology' firm, retains Companycare Communications for corporate PR and The Red Consultancy for consumer work.
