|Calligraphy, Culture and Humor: The Recipe to Pentel Pens' Instagram Success
A photo-heavy platform like Instagram may seem like an odd place for a pen company to shine, but Pentel of America has cracked the code.
While Pentel didn’t see much traction on the platform at first when in joined in 2014, things took a turn last year, during which time the brand witnessing a 328 percent growth on Instagram over the year. Its follower count shot up to over 40,000 followers from 11,000, and it amassed over 51,000 post likes in the process.
“Until 2015, we had a very traditional approach, in which we highlighted the products and their quality and engineering,” said Scott Chavez, senior copywriter at California-based agency The Buddy Group, which handles social for the brand. “But we realized we needed to flip the approach on its head. After all, it is hard to incite emotions for a product like a pen.”
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This article was published on Digiday.com. A full link to the original piece is after the story.
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