Assembled Media has taken a fresh approach to stationery marketing, launching a TikTok Creator campaign for the renowned brand, BIC.

The campaign, titled 'A Pen for Every Side of You', is currently active on the BIC Stationery TikTok account, promoting the brand's versatile 4 Colours pen. The campaign's strategy is centred around emerging creators who are known for producing visually striking content. By showcasing the product in diverse ways, it aims to highlight the many uses of BIC's 4 Colours pen.

According to Head of Social at Assembled Media, Alex James, the TikTok Creator Marketplace is an underutilised platform within the media industry. However, she saw it offering a significant opportunity for creating authentic and engaging content.

"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," James said. "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?"

The campaign allows Assembled Media to develop user-generated content (UGC) for BIC that is unique to each creator's style, providing a fresh and personalised perspective on the product.

Mark O'Sullivan, General Manager APAC at BIC, echoed James' sentiments.

"When the concept of TikTok Creator Marketplace was suggested, it seemed to be a natural fit. The content that was created exceeded our expectations and it was great to see how our consumers connected with our pens whether it was for everyday writing, artistic, or in nostalgic ways."

Andrew Cambridge, Head of Agency at TikTok AUNZ, further explained the TikTok Creator Marketplace was designed to identify and connect with an audience.

"Brands continue to look for new techniques to connect with their customers in authentic and entertaining ways, allowing them to work with creators that are already loved and trusted by their target audience," Cambridge said.

The campaign is set to run until mid-December, offering ample time for TikTok users to engage with BIC's 4 Colours pen in a myriad of creative ways.