SIGN UP | LOGIN HOME AWARDS 2017 SPONSORIZZA PARTECIPA ContestU30 GIURIA GALLERY CONTATTI Best Practice Sticky Love: A-Tono turns pink The collaboration between 3M Italia and A-Tono, winner of gold in the Consumers category and of the special Digital Content & Video award at the DMA Awards Italia 2016, is very particular. The project had as its objective the affirmation of the distinction between two 3M products, the traditional Post-it notes and Super Sticky sheets, reaffirming the potential of the latter starting from the Facebook page. The creativity of A-Tono, analyzing the profiling of the Facebook page, which records a strong female presence between the ages of 25 and 45, proposed a campaign that could involve the target, creating Sticky Love, the video diary of pregnancy of a future mother. A-Tono has managed to convey with particular skill the difference between the types of glue that distinguish Post-it from Super Sticky, reinforcing the perception of the resistance of the second thanks to the association with the strongest glue in the world: the love of a mother for her own child. The story began on the private profile of a user, who used the product in an original way so as to generate, despite having only 130 friends, more than 40,000 organic views. The following week the brand thanked the girl by sending her a box containing the entire product range, wishing her to spend many memorable moments. The reception photos were posted by Laura on her profile, and later shared on the Post-it page. The involvement of some influencers, moms bloggers, ensured greater visibility to subsequent posts and the creation of interest in Laura's pregnancy. To return an aura of truth about the project and optimize reach, A-Tono opted for the exclusive use of the Facebook channel , uploading the videos directly to the social network. Laura, the mother at the center of the campaign, posted a video to talk about all the things that characterize pregnancy. From the foods allowed to the predictions on sex, to the choice of name (with the involvement of friends and Post-it fans), to the arrangement of the bedroom to the assembly of the stroller, to the husband's notes on how to behave with the new born, up to the birth. A-Tono has managed to create the direct involvement of the target by contributing to the dissemination of the message, working on awareness by making the users themselves media, through their interactions. Here is the project from announcement to birth Powered by Centro Direzionale Milano Oltre Palazzo Tintoretto Via Cassanese 224 – 20090 Segrate - C.F. 97560940153 info@dmaitalia.it | Privacy Tel. +39 02 26927081 Fax +39 02 26 26951006

SIGN UP | LOGIN HOME AWARDS 2017 SPONSORIZZA PARTECIPA ContestU30 GIURIA GALLERY CONTATTI Best Practice AN EVENT OF Winner Program 2013 Look at the browse of the 2013 edition Powered by Centro Direzionale Milano Oltre Palazzo Tintoretto Via Cassanese 224 – 20090 Segrate - C.F. 97560940153 info@dmaitalia.it | Privacy Tel. +39 02 26927081 Fax +39 02 26 26951006