Company: Post-it Brand
Research Methodologies: Social Listening, Quantitative & Qualitative Research
Execution: Social Media Campaign
Objective
New App
Post-it Notes has launched a new free app called Post-it Notes App in September 2014.
Awareness
The new app doesn’t bring up enough attention to its users and audiences.
Users & Influencers
The objective is to increase creative people’s awareness and further use this app and then borrow those creative masterpieces on this app to attract broad users and attention.
Creative Brief
Insight
Users use Post-it Notes to create fascinating works for changing the view of daily life and telling the stories through their office windows and sticky notes.
Idea
Combining users’ masterpieces on Post-it Notes App shows the features of this app to inspire more creative users to join and attract new audiences’ attention.
Impact
The features of Post-it Notes App are users can capture multiple notes at once, organize ideas and create more sticky notes with a variety of color choices.
Content Strategy
From Here: Indoor Artworks
Users use Post-it Notes to change their daily life view into fascinating art pieces; however, it only shows in their surrounding space and is not permanently existing.
Every user can be a creative person and an influencer.
To There: Display Out in the World
Post-it Notes App can support these people to store their works and easily share online. Then, each user can be an artistic person, meanwhile, being an influencer.
Customer Decision Journey
Brand
For over 35 years, Post-it Brand has helped people be more productive, better communicate and express themselves in many creative ways. Especially, Post-it Notes are the most popular product and are available in more than 150 countries, as well as features in films, series, mosaic pop-art, and soaking into people’s daily life.
Persona
Leah Eisenhauer
Leah was born and grew up in Illinois. She works for The Clever Factory as a graphic designer and lives in Tennessee after graduating from college.
Leah likes to drink coffee and brew beer. She describes herself as a hand-letterer and designer with a vagabond spirit.
Age: 35-year-old
Gender: Female
Marital: Married, 2 kids
Job: Graphic designer
HHI: 65,000
Hobby: Sports and fishing.
Goal
Post the hand-letter works on using Post-it Notes every day on Instagram for sharing and practicing handwriting.
When brainstorming at the company, she uses Post-it Notes.
Play with her kids.
Need
Need to write quotes on Post-it Notes every day.
Perfectly carry with Leah everywhere because Leah is a busy mother.
Easily stick on the creative wall.
Attribute
Creative.
Expert at hand-letter.
Tech-savvy.
Active on Instagram.
Self-explanation
I have a generous spending style on some specific products, being able to smoothly control my technologies, and am a big fan of Post-it Notes.
Social Behavior
Leah only spends 4 hours a day on social media, mainly uses Facebook and Instagram. The reasons are she is a busy graphic designer and a mom having 2 kids. It is already hard for Leah keeping to write and post something every day.
Facebook helps Leah keep in touch with her family and friends.
Instagram is mainly used for sharing and posting her hand-letter works.
Problem
All social media channels have few followers and fewer responses for followers.
Post messages update slow and not interesting than users’ artworks.
The majority of Post-it Notes users prefer to use the hashtag: #posit to connect with this brand.
Post-it Brand uses the character like teachers trying to touch more online audiences.
The video only got a few views on both Twitter and Youtube.
Post-it Brand shows how Post-it Notes help some companies such as Herman Miller, the office furniture manufacturer, to efficiently work on their job.
The video only got a few views on Youtube.
Happened
New York Post, Two Buildings on Canal Street Are Waging a Post-it Notes Battle, 2016.