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STAEDTLER

Sketching a different kind of campaign

In spring 2019, STAEDTLER UK asked us to devise a campaign to maximise awareness of the iconic Noris pencil in the lead-up to Back to School.

 

Our response? The Power of Stripes campaign.

 

Positioning the Noris as a small but powerful tool for social change, Power of Stripes aligned the pencil with a higher mission: to spread kindness and an anti-bullying rhetoric.

     Tactics

  • Launched the campaign with a 30-second video advert, delivered organically on STAEDTLER GB’s Facebook page and through a targeted, platform-optimised social advertising campaign across Facebook, Instagram and Instagram Stories.

  • Created four experiential weekly pop-ups over the school summer holidays, featuring  ‘Notes of Kindness’ walls in high-footfall locations across the UK; passers-by were invited to write a feel-good message, stick it onto the wall or give it to someone — spreading kindness with a Noris pencil ahead of the new term.

  • Partnered with anti-bullying charity Kidscape to support the campaign and add a donation element.

  • Commissioned contemporary artist and micro-influencer, Bee Illustrates, to create a series of positive, inclusive and thought-provoking graphics for use across the campaign creative.  

  • Designed a series of downloadable resources and guides for independent trade outlets to use in stores – and online – across the UK.

  • Supported the campaign with a drip-feed of PR activity (campaign launch and media calls at each regional stunt), and sustained organic and paid social.

  • Used Instagram as a hub of influencer and micro-influencer engagement — artists, bullet journalers and studygrammers wrote and shared #NotesofKindness on their channels. Reached out to  ‘real’ audiences such as parents, pre-teens, teens and teachers.

  • Designed anti-bullying resources  in collaboration with Kidscape to host on STAEDTLER Teachers’ Club (another platform that we manage for the client), expanding reach to a further 16,000 engaged users.  

     Results:

  • Campaign reach of over 4.3m

  • More than 122k engagements

  • Secured 35,620 visits to the website during campaign period — a massive 256% increase on the objective

  • Media coverage in Craft Business News; Craft Focus; Dealer Support Magazine; Yorkshire Post; Leeds TV; Cardiff TV; Capital Birmingham; Birmingham What’s On and Wales 247

  • Over 450 stationery samples put into hands of the consumer and key influencers

  • Secured hundreds of positive comments from target audiences — smashing campaign targets.