Communication for medical and professional gloves that builds expert authority and real reach on Facebook and Instagram
End-to-end social media for Mercator Medical on Facebook and Instagram — 4M post views on Facebook and nearly 6,000 reactions across both platforms.
Our client
Mercator Medical S.A. is an international brand in the single-use medical device sector, specializing above all in manufacturing and distributing medical and diagnostic gloves. The company has spent years building its expertise in healthcare, answering the market's growing demand for safety, hygiene, and quality. Its range also includes professional gloves for industries such as auto repair, agriculture, cosmetology, cleaning services, and food service.
What sets the brand apart is its local roots, its quality, the breadth of its range, and its certifications — gloves intended for the medical sector are classified as medical devices, which is both a strength and a challenge, given the restrictions on advertising them.
The challenge
Our brief was to raise awareness of Mercator as a leader in the manufacture of diagnostic and professional gloves among B2C customers — small business owners — and to build a strong association that professional and medical gloves mean Mercator.
- Building authority — positioning Mercator as an expert and an educator in the category of diagnostic and professional gloves made for many different industries.
- Engagement — building an emotional bond with the brand through content that both educates and starts relationships with potential customers.
- Strengthening partner relationships — showing that the brand understands the needs of individual industries and tailors both its communication and its product range to them.
Results
Our approach
Product video tuned to the season and the industry
For Mercator Medical we regularly shoot product videos built around seasonality and around different industries — cooking, cleaning, automotive, and gardening. In each one we focus on showing how broadly Mercator products can be used and on underlining the features that set them apart in the single-use glove market.
That is how we made, among others, a reel opening on a shot of three glove colors — orange, green, and blue — with the brand logo in the background, and a seasonal piece promoting the gogrip green line in the context of garden work.
Graphics that comply with medical device restrictions
A brand whose range includes medical devices is obliged to follow the restrictions that govern advertising. Our work covers, among other things, placing the appropriate disclaimer on any creative featuring a medical device — taking up a specific percentage of that creative — and not using images of people in medical scrubs or in settings that suggest a medical profession.
Sticking to the rules imposed on the category is the priority in everything we publish — as in the creative promoting barbecue gloves, where we consistently placed the full, legally required medical device disclaimer beneath the main visual.
Gloves matched to every industry
We show how Mercator Medical products support professionals in their everyday work — in medicine, beauty, food service, industry, detailing and automotive, gardening and agriculture, and professional cleaning. The formats are short educational videos and engaging graphics aimed at specific industries.
One example is the creative "Mercator gogrip – a sure grip in tire service," featuring a mechanic in a car workshop, along with coverage of gogrip green gloves being used to wash windows ahead of the holidays.
Events, trade fairs, and Mercator Team initiatives
We communicate the most important events, trade fairs, and initiatives Mercator Medical takes on — from trade fair coverage to event reels to photo galleries and events created on Facebook.
Those initiatives included a partnership with a student hackathon at the Gdańsk University of Technology and a response to a proposal to work together on a charity tattoo convention — Mercator offered packs of gloves for the artists in exchange for brand mentions during the event.
Active moderation and relationship building
We keep up an active conversation with audiences, answering questions and comments and supporting the growth of an engaged community around the brand.
We answer comments with substance and specifics — as with a question about the high risk and ambulance gloves, where on behalf of Mercator Medical we explained the advantages of the diamond gogrip texture, which improves grip and reduces hand sweat — qualities valued in auto repair shops, among other places. The aim is to strengthen relationships with audiences, build positive experiences with the brand, and open up potential collaborations with creators.