BIC draws upon TikTok Creator Marketplace via Assembled Media
Melbourne-based media agency, Assembled Media, has helped long-running stationery provider, BIC, leverage the full potential of TikTok Creator Marketplace to showcase the capabilities of its 4 Colours pen.
TikTok’s power to influence peoples’ purchasing habits through authenticity and community is not a secret, and for Alex James, head of social at Assembled Media, the platform was the perfect tool to tap into the aforementioned traits for BIC.
@caitlingraceart I used to do a lot of art in maths class thanks to these 🤣 Don’t forget to tag me in your pen art creations, I’d love to see them!! 😍 #penart #drawingtutorial ♬ Positive and gentle Chill Beat(1424279) – Tana Music
“BIC is such a well-known and loved brand that in order to effectively connect with their target audience, we knew that we had to think outside of the box,” explained James.
“Using the TikTok Creator Marketplace allowed us to utilise the community that already exists on TikTok in an authentic way while still creating engaging and exclusive content.”
To keep things simple, TikTok Creator Marketplace helps brands connect with creators so they can use them to facilitate campaigns, ultimately allowing them to optimise their advertising efforts with user-generated content (UGC).
“This kind of campaign strategy is still new and evolving but can be extremely effective if it’s done right. UGC tends to generate more engagement on TikTok and there are so many talented people out there – why wouldn’t we tap into it?” said James.
‘A Pen for Every Side of You’ calls for creators to “produce visually impactful and effective content” using BIC’s 4 Colours pen. As each creator is unique, the pen was able to be spotlighted in various ways.
@astrologan Switching colors made easier 🦋 @BIC Stationery AU & NZ ♬ Let’s go-剪辑版 – Official Sound Studio
“…it was great to see how our consumers connected with our pens whether it was for everyday writing, artistic, or in nostalgic ways,” reflected BIC’s general manager APAC, Mark O’Sullivan.
The creative campaign will end in mid-December.
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