Vol 69. Notion: Taking Productivity International 🌏

There comes a point when well-known brands seek to take it up and notch and go global. 

At this point, a brand has to be ready for everything that comes with a worldly presence. Sure, it can mean increased reach and revenue but it can also mean dealing with things like language translations, local laws and regulations, global reputation management. 

For many growth-driven brands, these hurdles are worth it—which is what Notion decided when it launched its first international campaign. 

This week, Case Studied explores how Notion boosted awareness and set the stage for global growth with an international OOH campaign

The Brief:

Notion is the all-in-one app that handles notes, tasks, databases—a digital catch-all launched in 2016. From a small San Francisco startup, it grew into a $10 billion unicorn, fueled by a tight-knit community of tech fans, students, and creators. 

By 2020, Notion had over 20 million users. But they wanted to increase global brand awareness in several key markets to increase adoption among business decision-makers in “a B2C2B motion” where young, self-motivated professions (18-35+ range) would adopt Notion themselves and then bring it into their workplaces. But for their media mix, they wanted to go big on OOH.

The Execution:

Notion partnered with Evolve OOH, an out-of-home (OOH) advertising agency, to roll out the “For your life’s work” campaign. The idea was to showcase real Notion users and tell emotion-driven stories about them working and achieving their goals. 

The campaign launched in eight cities: San Francisco, New York, Toronto, London, Dublin, Paris, Tokyo, and Seoul. There was a blitz of murals, billboards, subway posters, and bus wraps in locations that targeted startups, digitally-native tech companies, and B2B companies. That translated to Shoreditch in London, Soho and Williamsburg in New York, Shibuya in Tokyo. 

The messaging for the ads was tailored to each market’s needs and experiences and featured a Notion user, like a Tokyo chef mapping menus or a London student studying for finals. Paired with bold colors and clean designs, each OOH displayed photos of people and how their tasks and accomplishments appear on Notion. 

Notion also synced this campaign with social media, dropping behind-the-scenes clips (think: painters battling Seoul rain to put up one of the billboards) and user testimonials. Plus, on the campaign’s website, Notion told three work-in-progress stories of Notion users and provides templates based on the user’s archetype (e.g. founder, student, someone in a period of transition).

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The Results:

Notions “For your life’s work” campaign caught many eyeballs. The OOH push clocked over 345 million impressions globally. The online presence was strong as well, with Notion’s blog and reels racking up 56,000 views, 6,000 likes, and many comments sharing positive feedback. 

“It sparked real conversations and accelerated our global awareness fast,” said Kira Klaas, Global Head of Campaigns at Notion. 

Ultimately, the campaign gave Notion momentum to expand further into the global markets it targeted.

Key Takeaways:

Notion’s successful global expansion campaign, “For your life’s work,” offers valuable insights for marketers looking to elevate their brand’s international presence. Here are three key takeaways from their strategy:

1) Leverage User Stories for Authenticity

Notion’s campaign success stemmed from showcasing real user stories, creating an authentic and relatable narrative. By featuring actual Notion users and their diverse applications of the platform, the campaign resonated strongly with the target audience.

As a marketer, you can apply this strategy by tapping into your existing user base. Identify compelling user stories that highlight various use cases of your product or service. This approach not only adds credibility to your marketing efforts but also helps potential customers envision how your offering can fit into their lives or businesses.

2) Strategic Location Targeting

Notion carefully selected high-impact locations in key cities that aligned with their target audience of startups, tech companies, and young professionals. This strategic placement ensured maximum visibility among their desired demographic.

To apply this in your marketing strategy, conduct thorough research on your target audience’s habits and frequented locations. Focus your out-of-home advertising efforts in areas where your potential customers are most likely to be found. This targeted approach can significantly increase the effectiveness of your campaign and provide better return on investment.

3) Integrated Multi-Channel Approach

Notion’s campaign success was amplified by its integrated approach, combining out-of-home advertising with digital and social media efforts. This multi-channel strategy created a cohesive brand message across various touchpoints.

As a marketer, you can maximize your campaign’s impact by ensuring consistency across all channels. Develop a unified message and visual identity that can be adapted for different mediums. Leverage social media to share behind-the-scenes content and user testimonials, creating a more engaging and interactive experience for your audience. This integrated approach can help reinforce your message and increase overall campaign effectiveness.

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