BUSINESS NEEDS Wacom wanted to generate awareness for their new Bamboo Craft pen tablet and had a new audience that they needed engage – scrapbookers.
SOLUTION/STRATEGY: We created a content/campaign called PenScrappers that gave scrapbookers the chance to win prizes for submitting work and provided a resource, in the way of a panel of notable peers, that would help to provide inspiration and guidance. The first iteration of the campaign was highly successful and had created such a community following that we were asked to refresh the site, not only as a campaign site for the second round of the contest, but also as community/resource site for those looking to hone their craft. In addition to aesthetic changes, the second version included a new section for lessons and tutorials with rating and comment features, an improved browsing experience for viewing contest entries, and the integration of email to improve the dialog with users and prompt timely interaction.
RESULTS: Within the first week, the second iteration received 4,000 unique visits, with an average time on the site of just over 4 minutes, and an average of 5.2 pages visited. Anecdotally, the community is very engaged and enthusiastic and feedback has been overwhelmingly positive.