BIC launched a new product family of Fineliner and Marker Pens called BIC Intensity. husare was briefed to devise a campaign that positioned these products especially among a younger customer audience.
BIC wanted to address the young target group of the X and Y generation. The product family including a Fineliner, gel roller or marker had to be embedded in an attractive communication campaign. The objective was to anchor the new product range among young customers and thus attract long-term usage.
husare created a combination of fitting content with illustrations, pictures and text formats across an array of suitable channels. We also designed an Amazon-Online-Shop and organized sales trainings and sales materials. It all started with the idea that no matter how big or small the utensils were, they all had one thing in common: they start with a line. We told that story together with hobby artists, creative people, and young designers; the result was a brilliantly colourful and groundbreaking creative design concepts.
To create awareness and to differentiate the new BIC Intensity we focused on the creative process and on people – instead of pure product communication with technical details. We employed testimonials from people within the target group; Ii.e. content from the target group for the target group – from the first stroke on a blank sheet of paper to a completed work of art, product, design or tattoo.
Our cross-media campaign integrated all relevant channels using social content and ads on Instagram as well as Facebook. For the Amazon shop-in-shop we also created packaging design, POS & sales folder, ads, in fact everything necessary to engage the target group with the new product family.
Total Social Media reach: 19 Mio.
Total Instagram reach: 6.5 Mio.
Total Video views: 660 K