From Desk Tours to Daily Routines: Notion's Evergreen Strategy with Kale

Notion partnered with Kale to launch an evergreen UGC strategy that highlights how real users incorporate the platform into their daily lives. The campaign showcases how brands can inspire authentic, always-on storytelling that keeps their community engaged year-round.

Background & Objectives

While Kale campaigns consistently drive strong results for product launches and seasonal moments, they also enable brands to generate authentic, evergreen content that keeps audiences engaged year-round. 

Notion, a leading freemium productivity and note taking tool, partnered with Kale to develop an always-on UGC strategy that highlights how real users incorporate Notion into their daily workflows. The campaign’s objectives were to: 

1. Increase UGC output 

2. Generate buzz around Notion’s versatility across a wide range of use cases

Strategy

Notion launched a challenge on Kale encouraging participants to share an aesthetic desk tour or a “day in the life featuring Notion.” Each video would capture how Notion integrates seamlessly into everyday routines and increases productivity. 

Creators could view a video example and content guidelines to ensure quality and brand alignment while inspiring creativity.

Results

The campaign results speak volumes to how Kale helps brands generate authentic evergreen content. To date, the campaign has resulted in over 1,900 videos, a 7% engagement rate, and a $0.60 average cost per engagement. 

Reflecting on their partnership with Kale, the Notion team stated: 

“We’re spending less time, money, and effort and producing more authentic results from when we were paying 4x what we’re spending on Kale creators, who have outperformed our traditional influencers.”