Our task: to tell the world that life is colorful with STAEDTLER. For this purpose, we designed and implemented an online campaign for the triplus® fineliner. The focus was on the markets in France, Spain, and Scandinavia.
Adults have rediscovered the joys of coloring. And, available in 36 bright colors, the STAEDTLER triplus® fineliner is the perfect tool for the new “adult coloring” trend. The product was showcased via a microsite, Facebook ads, and extensive social media activities. The name of the online campaign: brilliant colors ...
Attention centered around two target groups: classic consumers and so-called “influencers”.
Consumers were invited to experience the 36 bright colors in an online quiz, which was completed by nearly 1,500 people and shared via social media. Not only did this increase participants’ chances to win attractive prizes (including a trip to the Berlin Fashion Week)–but it also extended the coverage of the campaign.
Influencers accentuated the campaign, and again considerably increased its coverage.
Besides consumers, creative influencers were also integrated into the campaign: 22 illustrators and Internet artists were contacted and requested to create their own designs for the STAEDTLER triplus® fineliner packaging. Posts from these influencers extended the coverage of the campaign to reach nearly 2 million users.
The winning packaging design for the “Brilliant Colors” campaign was chosen by an independent jury. The winner received a special limited edition (50 packs) featuring their design.