3M Post-it

Introduction

3M aimed to enhance its brand presence in the South Korean market by launching a targeted marketing campaign for its Post-it products, specifically focusing on school audiences. Given the challenge of reaching individuals under 16 due to Meta’s restrictions on interest targeting for users below 18, a strategic funnel approach was adopted. This case study outlines the detailed steps taken to execute the campaign, from pre-planning to optimization, and highlights the impressive results achieved.

Project Overview

The primary objective of this campaign was to build brand awareness among younger audiences while generating first-party data for future marketing efforts. The key strategies included:

• Partnerships with Creators and Influencers: Collaborating with popular creators and influencers to engage school audiences effectively.
• Funnel Approach: Developing a funnel strategy to build first-party data, which would later facilitate targeted advertising through shopping campaigns.

Methodology

1. Pre-Planning Setup

The initial phase involved comprehensive pre-planning to ensure all elements were in place for a successful campaign launch. Key steps included:

• Account Setup: Establishing the necessary advertising accounts on Meta and other platforms.
• Tracking Implementation: Setting up tracking links and URLs to monitor user interactions and campaign performance.
• Partnership Links and Videos: Coordinating with influencers to create engaging video content that would resonate with the target audience.
• Landing Pages: Developing localized landing pages that highlighted the benefits of Post-it products and included calls to action.
• Product Catalogs: Creating product catalogs that showcased the various Post-it offerings available for purchase.

2. Media Planning and Approval

Once the pre-planning setup was complete, we moved on to media planning. This involved:

• Campaign Strategy Development: Crafting a media strategy that outlined objectives, target demographics, and key performance indicators (KPIs).
• Approval Process: Presenting the media plan to stakeholders for feedback and approval, ensuring alignment on goals and expectations.

3. Campaign Setup and Quality Control

With the media plan approved, we proceeded to set up the campaign. This included:

• Ad Creation: Designing visually appealing ads that effectively communicated the value of Post-it products and incorporated influencer content.
• Quality Assurance: Conducting thorough quality checks to ensure all ads met platform guidelines and were functioning correctly before launch.

4. Optimization

Following the campaign launch, continuous optimization was crucial for maximizing performance. Key actions included:

• Audience Targeting Adjustments: Initially targeting a small audience, we recognized the need to expand our reach. We shifted to a broader shopping campaign, utilizing a better attribution model to increase the funnel size.
• Performance Monitoring: Regularly analyzing campaign performance metrics, optimizing for reach and clicks while meeting frequency targets to ensure effective audience engagement.

Results

The 3M Post-it marketing campaign in South Korea yielded impressive results, demonstrating the effectiveness of the strategic approach taken:

• Net ROAS of 4.5: With a budget of only 25,000 SGD, the campaign generated a robust return on ad spend, achieving a net ROAS of 4.5.
• Comprehensive First-Party Data: The campaign successfully built a substantial first-party data pool, which will be invaluable for future retargeting efforts.
• Subscriber List Growth: The campaign resulted in the acquisition of a subscriber list comprising 18,000 individuals, enhancing 3M’s ability to engage with potential customers in the future.

Conclusion

The 3M Post-it marketing campaign in South Korea illustrates the importance of strategic planning and innovative approaches in overcoming challenges related to audience targeting. By leveraging partnerships with influencers, implementing a funnel strategy, and continuously optimizing campaign performance, 3M successfully increased brand awareness and engagement among younger audiences. This case study serves as a valuable resource for marketers looking to navigate similar challenges in targeting specific demographics while maximizing return on investment.