While the #PostItWars Rage, the Post-it Brand Soars

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By: Digiday

These days, the best advertising often isn’t even advertising at all.

What started off as friendly banter involving Post-it notes and a handful of agencies on New York City’s Canal Street has become a viral global phenomenon, reaching as far as Manchester and Tokyo. But through all the displays of multicolored artwork, the biggest winner in the “Post-it war” has been the Post-it brand.

It all started two weeks ago, when “Hi” appeared on a window of a building at 75 Varick Street. Across the street at 200 Hudson Street, agency Havas Worldwide responded with “Sup.” Companies including Biolumina, Cake Group, Getty Images, Harrison and Star and Heartbeat Ideas jumped in with their own Post-it displays.

The back-and-forth resulted in thousands of pictures and posts appearing on Twitter and Instagram around the hashtags #CanalNotes and #PostItWars. The two hashtags combined have been used over 10,000 times between May 11 and May 24, according to Amobee Brand Intelligence. Post-it got a lift in brand recognition worth $2 million from all the social, digital, print and digital exposure, according to sponsorship analytics firm Apex Marketing Group. More than three-quarters of this lift can be attributed to social and digital, said Eric Smallwood, managing partner at the firm.

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