On September 2014 3M launched Post-it® Super Sticky a new product of its family of iconic products, the Post-it® notes. The “top-of-mind” product from 3M was more sticky and more 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.

Since the story we decided to tell wasn't artificial but real, the most delicate phase has been the scouting and the selection of the couples married for 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 content for online media and YouTubers. Interviews became shortly funny video pills to share on social media for young people with many doubts about 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 a driver, totally covered with the same suggestions.

The campaign target has been massively reached with a genuine grassroots message, but very linked with product USP. The campaign 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 were reached through media relation and 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 not only the product related content such as the couple video interviews, we had massive growth of the Facebook fan base: +296% in one month.

The campaign has already won the two main PR awards in Italy, the International Events & Relational Strategies GrandPrix (winner in the categories On/off integrated communication, Social media campaigns, Communication sectors/Tourism and Leisure) and the NC Awards (category Best Holistic Campaign).