Post-it launches ‘A little space to think’ campaign via Dig
3M’s Post-it brand has launched a digital and social campaign called ‘A little space to think’, via Dig (formerly Channel T).
The campaign sees the colours of Post-It Notes on news sites and social feeds, which seek to encourage users to pause and reflect.
Post-it’s new digital campaign
The campaign is based on the insight from an Omnipoll Australia survey commissioned by Post-it that six out of ten Australians (60%) who have been working or studying online at home in the past three months say they feel locked to the computer.
Dig executive creative director David Joubert said: “The erosion of creativity and our wellbeing as we work more and more online largely goes unnoticed, but it affects us all in some way. The creative behind the campaign simply asks us to tap out of the online world, even just for a moment to look after our wellbeing and make the time to think clearly, allowing space for creativity to occur.”
Post-it brand shopper marketer Sipi Chanda commented: “The evolution of online working and studying is giving people less space to think. While screens will always be important in our studying and working lives, working with collaboration and ideation tools that Post-it Brand offers in Super Sticky Notes and Easel Pads means we can stretch our legs and our minds. The ‘A little space to think’ campaign reminds us that the offline and virtual world can work together.”
An example of the campaign on Instagram
The campaign kicked off early September and will finish with a series of expert-led Masterclasses, curated by Dig, to be released in the coming weeks, an finishing up early December.
The campaign is on Facebook, Instagram and TikTok for a four week period. In addition, there is programmatic digital display buy.
The social media and display buying was handled by Dig.
The Post-it Brand research was conducted in September 2021 by OmniPoll and surveyed a sample of 1215 people aged 18+. The results are post-weighted to the Australian Bureau of Statistics census data.
Credits:
Client: Post-it Brand by 3M
Marketing Manager: Jacqui House
Shopper Marketer: Sipi Chanda
Digital & eCommerce Manager: Milena Schidlow
Creative Agency: Dig
Executive Creative Director: David Joubert
Writer: Casey Clarke
Art Director: Zac Nairn
Managing Director: Lisa Ramsey
Account Director: Sophie Perry
Media Manager: Emilia Attwood
PR: Morey Media
Social and Digital Buying: DIG Agency
This article has been updated
