Professional Documents
Culture Documents
Entrants:
Objectives
Our objectives were to build awareness of Pentel’s Recycology line of products and
engage our audience through online channels such as social networking sites and
viral advertisements.
Target Audience
The target market was comprised of high school and college students between the
ages of 15-24 years old. To be most receptive to our promotion’s message, they
lifestyle.
In order to best approach this audience, we focused on online social networks such
communities that are likely to support our viral advertisements. Social networkers
can become brand advocates and promote Pentel Recycology beyond our initial
media plan.
have insider access to the dormitory mail system and personal connections with
Positioning
Our mission was to create a new position for Pentel Recycology as a high-
involvement line of products that would represent a fun, youthful and energetic
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lifestyle along with an emphasis on the environmental image. In order to bring an
energetic approach to the campaign that would also have word-of-mouth potential,
spinning exhibitions. These videos not only link Recycology products with a fun
and high-energy activity but are also demonstrations pen spinning, which
increased the likelihood that viewers would send video links to their friends and
that the videos would go viral. This increased the campaign value.
At our launch, we hoped that students who enjoyed the pen spinning videos would
spread the videos to friends through online social networks and create a viral
sensation. Likewise, we hoped that viewers who previously bought office supplies
without deeply thinking about brand attributes would consider Pentel Recycology
Message
“Spin the Pen, Save the Planet” is our message, combining the pen spinning and
action for viewers to take part in the Recycology program and directs attention to
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pen spinning. Our campaign reiterates that consumers can enjoy the Recycology
products for more than one reason – not only can they save the planet by buying
eco-friendly products, but they can also learn to “spin the pen” while doing so.
Our media mix included postcards, emails, a microsite, online social network sites,
and word of mouth. Taking a closer look, we implemented these four tactics:
1.) Direct Marketing – We printed postcards (See Appendix One) that were
distributed to NYU dorms and via email. The emails were sent to on-campus
college news.
2.) Microsite – Our microsite, www.spinthepen.info, acted as the main portal for
all Spin the Pen information. We housed our Pentel Recycology commercials
and pen spinning tutorials, as well as links to our Facebook and YouTube
3.) Viral/WOM – Our largest campaign focus was on social networking and viral
channel (See Appendix Three), both entitled Pentel Recycology. These online
communities created a place for dialogue. They housed our commercials and
on-campus clubs. Likewise, we recruited two expert pen spinners, Xero and
JC (See Appendix Five), from the New York City community to star in our
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community is mostly online, we were able to transcend international borders
PUBLIC RELATIONS
Objectives
the NYU campus and among pen spinners and environmentalists. We also aimed to
and office supply enthusiasts, and general college news sources. We reached out
to each of these groups with a standard press release (see Appendix Six) and
followed up with all further inquiries. Our story was picked up by multiple blogs and
news sources, including The Marketing Blog, College News website, and Women in
Communications’ Lit Up! blog. (See Appendices Seven, Eight, and Nine).
Strategy
Our key public relations strategy was to contact groups that would be interested in
marketing bloggers, pen and office supply enthusiasts, and college news sources.
Budget
report accurate cost figures at the culmination of the campaign. Our campaign
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Expense Cost
($)
Flyer printing 5.50
Food on set 25.43
Pens 50.38
Transportation for pen 96.00
spinners
Website design 45.00
Web Space 24.99
Lighting on set 13.46
YouTube Search Ad 21.24
Total Campaign Cost $282.
00
Results
Throughout the campaign, our goal was to maximize our impressions by saturating
our target audience’s media and to reach out to the press for further coverage.
These tactics were successful. The numbers speak for themselves: 194 Facebook
fans, 1,452 YouTube channel and video views, and 115,866 impressions. Some
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Above from left: Video views by day; Our videos were an international hit, viewed in 10 countries
on YouTube alone.
Above: YouTube Insights Demographic information showed that our channel was most popular
among teenage males.
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APPENDIX
Below is the direct marketing postcard that was distributed in dorms and via email.
Because our audience was NYU students, we used a neighborly tone to address our
campaign. We felt that students would identify more with the campaign if they
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Appendix Two: Pentel Recycology Facebook Page
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Appendix Three: Pentel Recycology YouTube Page
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Appendix Four: Search Results for Pentel Recycology on YouTube
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Appendix Five: Promotion by Pen Spinners
For the commercials, we recruited two pen spinners, Xero and JC. Their YouTube
channels are:
http://www.YouTube.com/user/CalhounXero &
http://www.YouTube.com/user/JCspinner35
Both pen spinners promoted our YouTube channel on their channels, driving traffic
to the commercials, Facebook page, spinthepen.info, and the Pentel Recycology
webpage. Xero independently made two videos in promotion of the project. The
first was entitled “Pentel Project Info” and was featured on his homepage for
multiple days (pictured below). This video explains the project and discusses the
Pentel Recycology product line. The second video was entitled “Pentel Project –
Behind the Scenes”. It is a documentary of the commercial shoot. For further
reference, both videos can be found on his YouTube channel and within the
“Favorites” section of our channel.
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Above: Within the “Pentel Project Info” video, Xero featured multiple sites for more information on
the project, including the Pentel Recycology webpage, our Facebook group, and our YouTube
channel.
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Appendix Six: Press Release
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Appendix Seven: The Marketing Blog
http://marketing-expert.blogspot.com/2009/01/learn-your-marketing-from-bunch-
of.html
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Appendix Eight: College News
http://www.collegenews.com/index.php?/article/spin_the_pen_save_the_planet_746
28/
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Appendix Nine: Women in Communications – Lit Up! Blog
http://wiclitup.wordpress.com/2009/01/13/nyu-students-reach-out-to-international-
pen-spinning-community/
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Appendix Ten: Examples of Uncountable Impressions
Above: Among other websites, our commercials were picked up by AOL Video.
Above: Our commercials were even picked up by a Japanese website called Taggy.
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