DuPont

In 10 short days, amid the height of the Covid-19 pandemic, OneMagnify helped create and activate #TyvekTogether. This dynamic, multichannel social campaign highlighted DuPont’s PPE efforts while also soliciting partner innovators for support and distribution.

Who Should Read This?

This case study will be especially relevant for those interested in the following topics:

Social Storytelling
Social Media Strategy
Community Engagement
Asset development
video production
Social Media Analytics

THE CHALLENGE

When the COVID-19 pandemic created a global shortage of personal protective equipment (PPE), DuPont had to act quickly. As the maker of Tyvek®, a material trusted for protection, the brand needed a unifying campaign to educate, reassure, and inspire confidence while ensuring consistent messaging across industries, partners, and regions.

THE BRAND

Born from a heritage of groundbreaking science and spanning over two centuries, DuPont represents the enduring power of innovation to solve the world's most complex challenges, from providing advanced protective materials like Kevlar® to enabling next-generation electronics and sustainable water solutions. Driven by a purpose to "empower the world with the essential innovations to thrive," the brand channels the collaborative spirit of its scientists and engineers to transform industries, improve everyday life, and build a safer, cleaner future for generations to come, proving that true legacy is defined by forward-thinking impact.

The Message of Urgency and Hope

When the pandemic struck, the world faced a critical shortage of Personal Protective Equipment (PPE), and DuPont, already a leader in protective garments, knew they had to mobilize their resources. The core message needed to be dual-pronged: announce a technological solution, the specialized Tyvek® fabric that drastically increased production, and simultaneously solicit global support. This led to the immediate creation of the #TyvekTogether social campaign, a dynamic, multichannel narrative launched in just ten days. The initial storytelling was designed to generate hope, positivity, and awareness, establishing DuPont not just as a supplier, but as a critical partner leading society's response during an unprecedented time of need.

Activating a Multichannel Defense

The campaign’s activation was defined by speed and adaptability, leveraging social listening to keep the message perpetually relevant as the crisis evolved. In Phase 1, broad-based content, including video and animated posts, socialized the solution and spread hope across platforms. Crucially, the activation strategy utilized foundational infographic and animation assets that could be updated quickly to reflect DuPont’s rapid increase in PPE output, ensuring content kept pace with production. This rapid, responsive deployment minimized friction in a fast-moving environment, enabling the brand to successfully merge content strategies across multiple communication teams and source partner assets effectively.

Extending Reach Through Partnership and Precision

The true extension of the #TyvekTogether campaign’s reach was achieved by orchestrating a large network of partner innovators and distributors. As intended, numerous businesses quickly signed on to shift their operations, with DuPont sharing proprietary garment patterns and technical know-how to amplify the collective effort. OneMagnify aligned the common communication goals of these partners, strategically orchestrating who would post and who would amplify based on audience data and sentiment. This global effort was then made intimate through precision geotargeting, which allowed partner company efforts to be communicated directly to the local communities most affected, maximizing relevance and engagement across a diverse ecosystem of stakeholders.

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The Visual Approach and Verified Impact

The campaign’s visual approach was centered on clarity, speed, and trust in a time when information accuracy was vital. Key assets included easily updatable foundational infographics, animations, and video content used to communicate significant shifts in the story and keep pace with the evolving pandemic. Behind the scenes, the approach was disciplined, requiring rigorous fact-checking for all content to uphold accuracy. The final impact validated this strategic deployment, demonstrating massive success: the campaign achieved over 1 million video views and generated over 1 million impressions at an extremely efficient $0.06 average cost per view, proving the power of a coordinated, data-informed visual narrative in a crisis.

Results

The #TyvekTogether campaign delivered a massive, high-impact digital footprint, successfully translating a crisis response into a global partnership movement. The campaign generated over 1.1 million video views and more than 1 million impressions, all while maintaining an exceptionally low average cost per view of just $0.06. This efficiency not only amplified DuPont’s message of hope and resource availability but also successfully aligned thousands of partner-driven engagements and clicks, directly supporting the increase in critical PPE production and save lives worldwide.

Summary

OneMagnify aligned common partner communication goals to address PPE needs while orchestrating who would post and who would amplify, based on audience, engagement data, and sentiment.

We fact-checked all content to uphold accuracy in a very fluid and fast-moving environment. We also merged and purged content strategies across multiple communication teams and created a method for sourcing partner assets.

Services

User Experience
Technology
System Integration
DevOps

Technology Solutions

Brand Strategy
Marketing and Content Strategy
Social Media
Performance Marketing

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