NOTJUSTAPEN.COM MICROSITE: HOME PAGE
The microsite positions the Pilot Pen products and brand as more than just pens, but as a tool to help the consumer get organized and be able to spend time on the things that she “wants to” rather than “has to” do. The primary conversion point on the site is the coupon/email registration completion with secondary conversions for downloads, polls and sharing widgets.
NOTJUSTAPEN.COM: DOWNLOADABLE TEMPLATES
Providing consumers with helpful and fun printable downloads encouraged repeated visits to the microsite and allowed them to easily share their favorites with their friends and families generating additional WOM traffic and brand buzz.
FACEBOOK.COM/PILOT PEN: DISCOVER PILOT
A new Pilot Pen Facebook page enables Pilot to converse with consumers about the benefits of their products and to share the tips and download content available from the microsite. Monthly content calendars ensure the Wall is always kept updated with fresh and interactive conversations and a Facebook ad campaign has captured new traffic for the Pilot Pen page and helped accelerate the growth in the number of Likes of the page.
PILOT PEN PRINT AD AND QR-BASED SIGN-UP
Pilot Pen ads were placed in various women-focused magazines each featuring one of Pilot’s three core products. These ads encouraged the use of the pen while interacting with the ad to reinforce the product benefit while also driving traffic to the microsite, Facebook and Twitter. Each ad also included a unique QR code which took consumers to a mobile-only landing page where they could sign up to receive a free Pilot pen.
PILOT PEN PRINT AD AND QR-BASED SIGN-UP
Pilot Pen ads were placed in various women-focused magazines each featuring one of Pilot’s three core products. These ads encouraged the use of the pen while interacting with the ad to reinforce the product benefit while also driving traffic to the microsite, Facebook and Twitter. Each ad also included a unique QR code which took consumers to a mobile-only landing page where they could sign up to receive a free Pilot pen.
Pilot Pen ads were placed in various women-focused magazines each featuring one of Pilot’s three core products. These ads encouraged the use of the pen while interacting with the ad to reinforce the product benefit while also driving traffic to the microsite, Facebook and Twitter. Each ad also included a unique QR code which took consumers to a mobile-only landing page where they could sign up to receive a free Pilot pen.
PILOT PEN PRINT AD AND QR-BASED SIGN-UP
Pilot Pen ads were placed in various women-focused magazines each featuring one of Pilot’s three core products. These ads encouraged the use of the pen while interacting with the ad to reinforce the product benefit while also driving traffic to the microsite, Facebook and Twitter. Each ad also included a unique QR code which took consumers to a mobile-only landing page where they could sign up to receive a free Pilot pen.
Pilot Pen ads were placed in various women-focused magazines each featuring one of Pilot’s three core products. These ads encouraged the use of the pen while interacting with the ad to reinforce the product benefit while also driving traffic to the microsite, Facebook and Twitter. Each ad also included a unique QR code which took consumers to a mobile-only landing page where they could sign up to receive a free Pilot pen.
PILOT PEN PRINT AD AND QR-BASED SIGN-UP
Pilot Pen ads were placed in various women-focused magazines each featuring one of Pilot’s three core products. These ads encouraged the use of the pen while interacting with the ad to reinforce the product benefit while also driving traffic to the microsite, Facebook and Twitter. Each ad also included a unique QR code which took consumers to a mobile-only landing page where they could sign up to receive a free Pilot pen.
Pilot Pen ads were placed in various women-focused magazines each featuring one of Pilot’s three core products. These ads encouraged the use of the pen while interacting with the ad to reinforce the product benefit while also driving traffic to the microsite, Facebook and Twitter. Each ad also included a unique QR code which took consumers to a mobile-only landing page where they could sign up to receive a free Pilot pen.
RELAUNCH AND BACK-TO-SCHOOL EMAILS
Email is the primary delivery vehicle for the printable $1 off coupons and allows Pilot to deliver seasonal and other branding messages to consumers and increase visits back to the microsite and the Facebook page. Media placements including paid search and rich-media banners helped drive new email registrations.