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12.11: Case study - Post-It and Proximity Russia

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    One-line summary

    Post-It and Proximity Russia came up with a banner ad campaign that people actually liked!

    The challenge

    The major problem with banner ads is that users don’t like them. They find display ads annoying and rarely actually engage with them. Retargeting banners are seen as even more invasive. PostIt wanted to create a retargeting banner that users actually wanted to see.

    The solution

    Post-It created a banner that users could use as Post-It notes. They would click on the banner, type a note to themselves, and then retargeting technology would show them their own Post-It notes instead of retargeting banners.

    This involved using the same technology other websites use for retargeting, as well as choosing placements for their ads on the most commonly used websites so that users would see their PostIt stickers wherever they visited.

    Clicking on a note brought users to a Post-It page where they could manage their stickers, create new ones, or delete all of them.

    clipboard_e22ad38bf9f8a656e787729c68275fc1a.png
    Figure \(\PageIndex{1}\): A banner ad made of Post-It notes Adapted From Adweek, 2015

    Results

    Users engaged with this campaign happily. It received:

    • 47.6% active engagement
    • 152.40 seconds average interaction time
    • Considerable earned media reach, including users asking for the same campaign to be brought to other countries.

    (Webby Awards, 2016)

    This page titled 12.11: Case study - Post-It and Proximity Russia is shared under a CC BY-NC-SA 3.0 license and was authored, remixed, and/or curated by Rob Stokes via source content that was edited to the style and standards of the LibreTexts platform; a detailed edit history is available upon request.