STAEDTLER

     Tactics

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• Launched the campaign with a 30s 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.

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• Created four experiential 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.

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

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• 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.  

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

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• 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.

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• 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.

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• 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.