A little space to think
3M
Issue 61 | January 2022
Agency
Dig
Creative Team
Chief Creative Officer Peter Cerny National Executive Creative Director David Joubert Senior Writer Owen Bryson Senior Art Director Anna Paine Art Director Zac Nairn Copywriter Casey Clarke
Other Credits
Managing Director Lisa Ramsey Executive Planning Director Lucielle Vardy Account Director Sophie Perry
Date
October 2021
Background
An Omnipoll survey of 1,215 people commissioned by Post-it found working and studying from home was having a detrimental effect on energy and creativity levels. Six out of 10 Australians said they felt that lockdown had locked them to their computers, affecting their overall wellbeing.
This had a negative impact on their ability to think and collaborate creatively.
Idea
Post-it Brand took over cluttered news sites online and blocked out Facebook, Instagram and TikTok feeds with the colours of their Super Sticky Notes to prompt users to tap out of the endless scroll and take ‘A little space to think’ in their day. A series of expert-led Masterclasses curated by Dig provided new ways to collaborate and encouraged creativity by bridging the gap between the online and offline worlds.
Results
The campaign saw an impressive 0.39% click-through rate (CTR) on digital display, exceeding industry standards of 0.05%.
Across both digital and social, there were higher CTR rates in New South Wales and Victoria, the two most heavily locked down states during the campaign. On TikTok 4.6M impressions were gained, leading to over 49,000 clicks.
Our Thoughts
The average click-through rate across the Google Display Network is 0.05. In other words, only one person in every 2,000 is sufficiently interested in an ad to click on it. So the CTR here is about 15 times better than the industry norm. Those impressive numbers have been achieved because this campaign is very different to 99.9% of digital advertising. Firstly, it has an idea, where most other ads are just a product claim slapped over a pack-shot. Secondly, it has been beautifully designed, which, again, 99.9% of online ads aren’t.
Thirdly, it doesn’t actually look like advertising and no doubt that explains much of its success. This work is proof that campaign performance is dramatically improved as and when creative people are involved. The shocking thing is how very seldom that happens.