Paper Mate “Feel the Joy”
A revitalized positioning that conjured up the satisfaction of writing with a smooth flowing, vibrant pen. The “Feel the Joy” position and campaign platform was born. This effort anticipated a societal need and a trend for more pure joy in our lives. To make this position relevant we also had to recognize the plight of analogue tool usage in a digital world. The solution was to not just say “Feel the Joy” but to bring the inherent drama of the product to the stage in a way people could actually see and feel it. We especially need to make pens relevant to young 12-24 year old females.
Our solution was to deploy the infectiously joyful, emerging Influencer, “Happy Kelli” (Kelli Butler) to dramatize our PaperMate story of joy. Her colorful, bouncy personna, and smooth flowing dance moves, naturally personify the PaperMate brand essence. Happy Kelli is best known for creating fun, upbeat dancing videos in colorful jumpsuits.
The main elements in the story include vibrant colors, dance, and joy; all of which Kelli exudes. In partnership with her, we developed a signature dance and hand dyed her iconic jumpsuits to match the exact pantones of the Paper Mate pens. In addition, we developed an original score with Keeley Bumford entitled “Feel the Joy” that is now used across all major Paper Mate video assets.
Executionally, we developed a hero video, multiple shorter form variations, static assets, and social specific videos. These spots were run mostly on the Paper Mate social media platforms.
This successful campaign is now planning to go global for year two.
INSIGHTS AND STRATEGY THAT DEFINED THE WORK
While analogue handwriting is flat, everyone needs a pen sometimes and there is a growing audience segment of “Expressive Writers” that appreciate the satisfaction of a pen with vibrant, smooth flowing ink.
This campaign was created to turn the facts into feelings by helping our audience FEEL THE JOY of using InkJoy Gel Pens by Paper Mate.
Our efforts began with a revitalized positioning that conjured up the satisfaction of writing with a smooth flowing, vibrant pen. The “Feel the Joy” position and campaign platform was born. This effort anticipated a societal need and a trend for more pure joy in our lives. To make this position relevant we also had to recognize the plight of analogue tool usage in a digital world. The solution was to not just say “Feel the Joy” but to bring the inherent drama of the product to the stage in a way people could actually see and feel it.
