3M
Post-it Extreme Notes
Remarkable
A true 360-degree campaign that spanned TV, digital, social, influencer, in-store and promotions, our launch for Post-it Extreme captured the attention of skilled trade workers and convinced them to buy. The campaign resulted in a massive 50% sales increase within the first four months of launch and delivered 200% growth in retail store channels, greatly expanding Post-it’s reach by unlocking new retail doors and engaging an audience the brand had never reached before.
Made
Our integrated, omni-channel launch demonstrated how Post-it Extreme “Sticks in Tough Conditions”––the same conditions our audience works in. Across digital, unique messages based on location and weather resulted in geo-targeted ads that took the product directly to consumers where they live. We sourced influencers who work in the trades, collaborating to create relatable content that proved the product’s durability. And our strategy included in-store displays at hardware stores where our target frequents, as well as a partnership with a leading equipment rental company for a national promotion.
Truth
3M’s Post-it Extreme Notes aren’t your typical Post-its. Rugged and durable, they’re engineered to stick in hot, cold and wet environments, on rough surfaces like wood, concrete and metal. They’re not for the office, they’re for the jobsite. That meant that for Post-it Extreme to win, we had to target a new audience for the brand––skilled trade workers––and prove how these notes are perfect for them.
50%
Sales Increase Within the First 4 Months
200%
Channel Growth
50%
Sales Increase Within the First 4 Months
200%
Channel Growth
