The campaign I didn’t make
Copywriter, Digitas
For the launch of two new rollerpoint pens by Reynolds, I created a campaign that got people to sell the two products to us, instead of the other way around.
Background
Educate people about the features of the all-new R5 and R7 rollerpoint pens and drive awareness for the two pens on social media.
Insight
Pen brands have been selling their products the same old way, for years: One-way communication that talks about features, benefits, and promises. The truth is, no one cares. That is, until they’re not a part of it.
Idea
A first-of-its-kind activation where the audience sells the R5 and R7 to us, instead of the other way around. A UGC campaign where we ask audience to sell the two pens to us.
The Announcement
A nervous job applicant is in the middle of his interview at the office when he’s asked a simple question:
“Sell me this pen, in a smarter way.”
He takes the pen, attempts to write with it to buy some time, and then looks at the interviewer.
What can he say that gets him the job?
That’s exactly what we asked our audience to come up with.
And those who were the most creative won Amazon vouchers.
Informative Posts To Educate the Audience
As the audience engaged with the video and prepared to participate in the competition with their quirky replies, we created a set of feature-led posts to educate them about the two pens and give them some fodder.
We even got the ball rolling with our own set of replies for Dhruv, our interviewee.
Campaign 2: The Exam Season #HitsDifferent
Influencer Campaign
For all students, the exam season is stressful.
They’re always looking for a moment of lightness. A moment of ease. A moment of peace.
And when they get to experience that moment of peace, it truly hits different.
To resonate with students, we brought a well-known content creator and influencer, Raghav Sharma, to help us get our message through.
