Post-It
Brief
3M partnered with Gamma Communications to develop a high-impact Back-to-School campaign for the Post-it Brand.
The objective was to drive seasonal sales, increase retail visibility, and position Post-it products as essential tools for students, parents, and educators during peak shopping periods. The campaign focused on connecting everyday organization needs with engaging consumer incentives, while expanding reach through strategic entertainment partnerships.
Process
Gamma leveraged an existing relationship with Fandango to secure a strategic partnership for the 2026 Back-to-School season. This collaboration introduced a compelling consumer incentive that connected school supply purchases with entertainment rewards, increasing engagement and purchase intent
The campaign was executed across retail environments through the development of eye-catching point-of-sale displays. Gamma collaborated closely with the Post-it team to design bold, colorful in-store visuals that captured attention and reinforced the brand’s role in organization, productivity, and creativity. These assets were deployed across key retail accounts to strengthen shelf presence and drive conversion at the point of purchase.
To ensure performance optimization, Gamma implemented a structured reporting system with biweekly performance updates. These reports tracked key metrics, provided insights into consumer behavior, and informed ongoing creative and strategic adjustments throughout the campaign.
This approach combined retail marketing, data-driven optimization, and strategic partnerships to create a cohesive and scalable seasonal program.
Outcome
The Back-to-School campaign successfully increased visibility and engagement for Post-it products during a critical retail window.
Strategic placement of in-store POS materials improved shopper interaction and contributed to stronger conversion rates across participating retailers. The Fandango partnership added incremental value to the purchase experience, helping to differentiate Post-it within a competitive school supply category.
Biweekly performance reporting enabled real-time optimization, ensuring the campaign remained responsive and effective throughout its duration. By combining retail execution, partnership strategy, and data-driven insights, Gamma Communications delivered a results-oriented campaign that drove seasonal sal
