Objective
Drive brand awareness and sales toward a niche product: pen ink. Purchases will also help boost sales of complementary products like fountain pens and paper.
Market
Skewing female. Some college to college graduate education. Age 18-35. American.
Concept
Iroshizuku is a high quality brand of ink. But it is more than that. Every color is inspired by a cherished example of Japanese nature, and every bottle contains a storied scene. Write with it, and that magic is infused into your words.
Strategy
Print: Illustrative ads will be placed in literary, lifestyle, and arts and craft magazines. Example: New Yorker, The Atlantic, Wallpaper*, Pen World.
Digital: Visual ads will be played on YouTube on channels under categories related to arts and crafts, writing, and Japanese culture.
Website redesign: Digital ads redirect to a redesigned website. Potential buyers are suggested to purchase from the nearest pen show using geolocation or through direct inquiry
Catalogue: A catalogue is created to showcase the product in detail. Will be distributed at speciality pen and Japanese gift shops.
Art Director: Jessica Ye
Copywriter: Eric Huynh
Tsukiyo Display Ad from Jessica Ye on Vimeo.
Bamboo Display Ad from Jessica Ye on Vimeo.
Sunset Display Ad from Jessica Ye on Vimeo.
