Pen maker “steps outside the box” to promote its 4 Colours pen.

 

The company launched a ‘social activation’ campaign throughout December titled ‘A Pen for Every Side of You’ on TikTok Creator Marketplace. 

 

The campaign focused on emerging, grassroots creators who produce visually impactful content showcasing the product in different ways.

 

Assembled Media’s head of social, Alex James, said the media industry overall still underestimates the power of the TikTok Creator Marketplace which was introduced nearly two years ago. 

 

“BIC is such a well-known that in order to effectively connect with their target audience, we knew that we had to think outside of the box,” James told Ad News.

 

“Using the TikTok Creator Marketplace allowed us to utilise the community that already exists on TikTok in an authentic way while still creating engaging and exclusive content,” he said.

 

General manager APAC at BIC, Mark O’Sullivan, said that the most important part of the campaign was to highlight the many ways BIC’s 4 Colours pen can be used.

 

“When the concept of TikTok Creator Marketplace was suggested, it seemed to be a natural fit. The content that was created exceeded our expectations and it was great to see how our consumers connected with our pens whether it was for everyday writing, artistic, or in nostalgic ways,” O’Sullivan said.

 

According to head of agency at TikTok AUNZ, Andrew Cambridge, the TikTok Creator Marketplace was designed to be the perfect facilitator to identify and connect with an audience.

 

“Brands continue to look for new techniques to connect with their customers in authentic and entertaining ways, allowing them to work with creators that are already loved and trusted by their target audience," he said.