Page 32 - Internationalist Magazine 2013 66

Papermate,

World’s Most
Stolen Pen

PHD (Pan-
regional)

Only a very small

percentage of
people actually

buy pens which
is a big problem

for PaperMate.

Yes, PaperMate
enjoys robust brand awareness but it is not such a big deal

in a sleepy category where few consumers are buying pens.
Microsoft,
Most people adopt the mentality of “Why would I buy a
Human Potential
pen when I can just steal one from the ofice or a hotel?”
Starcom MediaVest (Local-multi)
Let’s be honest we all do it. Only a small percentage of the

In Microsoft’s battle against the market leader in the world actually buys pens. Why? Because people steal pens
Customer Relationship Management (CRM) software from other people or places – ofice co-workers, hotels,

space of managing the sales process, they desired to show banks, and restaurants, etc., thus leading us to develop
Business Decision Makers how Microsoft Dynamics a campaign extending from this human truth. InkJoy

empowers them and their employees. Through an app by PaperMate is a revolutionary new pen and it is worth

Microsoft developed that creates nametags based on stealing. This led to the idea of “The World’s Most Stolen
Business Decision Maker’s personal achievements, they Pen/Ofice Crime Watch” project. PaperMate sought to

showed how Microsoft Dynamics unlocks true business raise awareness for this new product by helping to prevent
potential to set them apart in their professional social InkJoy theft through raising awareness of the issue in a

circle. To accelerate advancement in your professional humorous fashion. The campaign sought to give people
career, it is imperative to have a personal brand – a brand tools to organize, report and protect their new beloved pen

that unlocks your true potential. A personal brand in the from the most common ofice crime. The message was
professional world needs to embody what you are known placed in murder and mayhem environments. If you tuned

for best and where you excel beyond all others. The app at in to any television crime drama, like Rizzoli & Isles, you
www.nametaganalyzer.com analyzes
were likely to see a PaperMate InkJoy ad. PaperMate also
sponsored TNT’s ‘Life as a Drama Week’ featuring custom

Business Decision Maker Linked In proiles to create vignettes. This broad reach tactic was supported online
totally new job titles based on skills, industry and where in addition to behavioral targeted display advertising

achievements. Titles like “Customer Champion”, “Growth they implemented paid search efforts such as the ‘Catch a
Rock Star” and “Logistics Playmaker” showed them that Coworker’ Facebook App and Promotion. The app allows

Microsoft Dynamics helps unlock their potential to be ofice members to report a stolen PaperMate InkJoy, create
deined by what they do and achieve, not by what HR
a police composite style sketch of the suspect and gave

tells them their job title is. Available across desktop, tablet them a chance to win. All the communication pushed to
and mobile, these Business Decision Makers created
the PaperMate Facebook page where people could learn
new nametags from anywhere and shared them with more about InkJoy by interacting with the story, sharing

their peers on LinkedIn, Twitter and Facebook. Using it and entering to win great prizes. Through the Twitter
LinkedIn’s advanced targeting capabilities, Microsoft
Hashtag: #StolenPen, they tapped into existing stolen pen

also delivered hyper relevant content to based on their conversations that were already happening online to grow
industry within the web app alongside their nametags. PaperMate’s Twitter following. Utilization of something so

In a highly cluttered Tech/B2B advertising environment, relatable allows for mass appeal. This campaign was able
this was something totally different that broke through. to connect with consumers in the US and other countries

Over 12 Thousand nametags (and growing) have been without changing strategy because everyone has been in
created since January, with more than half being created this situation of needing a pen – regardless of the language

as a result of seeing peers’ nametags within social media. spoken. An easily relatable message placed in environments
Microsoft’s engagement rate was 300x higher than other
that enriched the communication led to the sale of 17MM
third party apps on LinkedIn and people were 2.5x more pens in one quarter alone, January net sales were 12% above

likely to share their app on the networking site.
forecast and PaperMate whose market share was stagnant
grew by a full 6 points from a 30% share to 36% share of

this lucrative market.

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