Title	#4EVERSTICKY HOW TO REMAIN ATTACHED FOR THE WHOLE LIFE
Brand	3M
Product/Service	POST-IT® SUPER STICKY
Category	D02. Costs/Creative Performance PR Campaign
Media Agency	WRONG ADVERTISING Milan, ITALY
PR Agency	MY PR MILAN, ITALY
Entrant Company	MY PR MILAN, ITALY

Name	Company	Position
Stefania Mercuri	MY PR	Partner Director Practice brand innovation
Francesco Corona	MY PR	Digital Strategist
Enrico Chiarugi	WRONG ADV	Creative director
Giorgio Cattaneo	MY PR	CEO
Daniele Freuli	WRONG ADV	Creative director
Paola Gianderico	MY PR	Junior Consultant

The Campaign

On September 2014 3M launched Post-it® Super Sticky a new product of its family of iconic product, the Post-it® notes. The “top-of-mind” product from 3M became more sticky and long time resistant. In a move reflecting the ever-evolving uses of the beloved Post-it Note, 3M introduced Post-it Super Sticky Notes. Utilizing a newly designed and patented adhesive system, Post-it Super Sticky Notes have the power to hold stronger on a variety of surfaces. The challenge was to launch the new Post-it® Super Sticky thinking different: we couldn’t leverage on the Post-it® brand awareness. The strategy we decided was a new storytelling focused on the distinctive elements characterizing the new product. We also decided to engage people with a empathetic communication strategy: we didn't want to spread our key messages creating a campaign based on rational benefits of the product. We didn’t have a huge budget and had to plan a new product launch that would create buzz and word of mouth with a sticky and lovely relation with the product. Who can better express these “super sticky” values than the very long-lasting couples that have managed to remain happily “attached” for 30/40/50 years? Their suggestions, secrets and considerations have been the subjects of #4eversticky How to remain attached for the whole life an integrated campaign of PR, media relations, powerful social media outreach, digital PR with key influencers, aimed to “touch” consumers’ feelings, and to create a newsworthy story for the media, always underlying the main feature of the product.

The Brief

To promote the distinctive elements characterizing the new Post-it® Super Sticky notes: super-adhesiveness and long time resistance. Increase the fan base of the Italian Post-it® notes Facebook page and create buzz on consumers to support the launch's plan. Position the new Post-it® Super Sticky as innovator not like a follower From a communication strategy point of view

Execution

Since the story we decided to tell wasn’t artificial but real, the most delicate phase has been the scouting and the selections of the couples married by 30/40/50 years. After the couples’ video interviews, we selected some of the tons of precious tips they provided in order to remain attached for the whole life. Than we launched to the media and bloggers a Decalogue for a real long-lasting marriage with very emotional video contents for online media and YouTubers. Interviews became shortly funny video pills to share on social media for young people with many doubts about the eternal love. Finally all the couples marrying on September 20th (Italian National Unity Day) in Milan (3M headquarter) received: an unexpected special heart-shaped Post-it® dispenser with suggestions from very experienced husbands and wives, printed on Post-it® Super Sticky notes and a Beetle with driver totally covered with the same suggestions.

The campaign target has been reached with a genuine grassroots message, very linked with product USP. The media coverage, both online and offline wasn’t limited to product news, but had a more wide press angle. On the web, 2.900.000 people reached through social media buzz campaign. An incredible result for the product category and the social media scenario in Italy, not so mature as in other countries. During the campaign, the Post-It Italian YouTube channel had an increase of views around 1000%. Thanks to contents not only product related such as the couple video interview allowed to have a massive growth of the Facebook fan base: +296% in one month.

The Strategy

We decided for a storytelling approach able to engage people to create a sticky and lovely relation with the product. Who can better express these “super sticky” values than the very long-lasting couples that have managed to remain happily “attached” for 30/40/50 years? Their suggestions, secrets and considerations have been the subjects of #4eversticky How to remain attached for the whole life an integrated campaign of PR, media relations, powerful social media outreach, digital PR with key influencers, aimed to “touch” consumers’ feelings, and to create a newsworthy story for the media, always underlying the main feature of the product We didn’t create artificially a story for our target, we created it together with them. These stories have been told with different angles for each activity of the PR campaign, in order to create viral contents and engage people .