As one of the world's best-known and most appreciated brands, Paper Mate stands for products that allow everyone to express themselves using innovative, easy-to-use, and comfortable writing instruments.
Though Paper Mate boasts 89% unaided consumer brand awareness, it has only obtained a 10% top-of-mind share among consumers. So Paper Mate came to Plan B for help in translating consumer awareness into consumer purchase consideration, and ultimately, stronger sales.
Plan B worked with Paper Mate to develop a consistent, engaging message and call to action to the targeted audience—by employing both traditional and innovative multi-platform marketing techniques. Plan B’s tactical strategy for this program: Embed Paper Mate into the consumer’s everyday lifestyle.
And it turns out that our strategy was write on.