Unfortunately among Generation Z, the habit of writing by hand, taking notes or even drawing is rapidly declining. Digital devices began to squeeze out writing instruments from the market.

Stabilo is closely linked to handwriting and creativity and felt it was its mission to change this trend. To do so, it needed to increase awareness and sales of the Stabilo Point 88 Fineliner among high school and college students.

Of all artists, songwriters and rappers are the ones who tend to take notes by hand. These are, after all, genres that are based on momentary impressions and are born in sketchbooks.

We wanted to bring the STABILO point 88 fineliner pen felt closer to young people, so we asked VALMAR (a duo well known among Hungarian youth) to write their new hit song and fill the lyrics with color, and encouraged their followers to handwrite lyrics and come up with new, creative, funny or surprising names for the Point 88 Fineliner color set and share them on their own TikTok platform within the confines of a TikTok challenge.

And to really make the colours 'pop', we've also filmed a clip for the hit song.

Our aim was to reignite young people's interest in handwriting, note-taking and sketching, including the brand's flagship point 88 fineliner pens.

We wanted to reach Generation Z through digital platforms and music in an interactive way, so we chose TikTok as our primary communication channel. We asked VALMAR, a duo well known among the country's young people, to write their latest hit song, add colors and give new, creative, funny or astonishing names to the colors of the STABILO point 88 needlepoint pen set.

Then, in a weekly TikTok challenge, encourage their followers to write lyrics, come up with creative names and share them on their own TikTok channel with the #colorfulwords.

The agency also shot a video clip for the hit song to make the colors and the brand not only audible but also visible.

During the tight, three-week campaign period we chose TikTok as our main platform and the Hashtag Challenge as the ad type, which encourages users to create their own content to increase brand engagement. We supported our TikTok campaign with in-feed ads, where the aim was to reach as many target users as possible through prospecting and remarketing and to drive them to the HC subsite. On social platforms we used three types of targeting: interest-based, placement-based and remarketing. In the case of interest-based targeting, we targeted 18-24 year olds who are interested in pop music, rap and hiphop, concert tickets, tickets to music festivals. On a placement basis, we targeted all videos related to the duo VALMAR. While remarketing targeting, we targeted back users who had already seen one of our previous videos, thus ensuring a higher adrecall and ultimately a higher participation in the HC game.

The video clip "Colorblind" reached 1 million views in the first 5 days and in December 2022 it reached the position of the most popular music video track among Hungarian YouTube users. It currently has more than 12 million views. In the #stabilocolorfulwords TikTok challenge, 2205 user creations were submitted, and reached nearly 900,000 people, generating 563,000 interactions. By January 2023, the projected viewership was almost ten times higher than planned, while 19% more entries were received. The projected engagement rate of 5% has been increased to 8.5% for TikTok. STABILO's online mentions more than doubled during the autumn campaign (162 → 330). The business target was also achieved, with point 88 products achieving a 20% increase in sales compared to the 10% sales target for the same period (October-November) in 2021 for the largest reseller partners. For hypermarkets, the increase was even more significant, in some cases 50%.