At the beginning of 2018, I became the Creative Director for cult marker brand Copic. A dream on many levels. The challenge was to grow online sales in a genuine way for a cult brand who had not released a new product in over 15 years. With a strong, internal team, I launched #copiccolors. The campaign drove towards an aligned & simplified Copic brand website that we designed to better match the customer experience of picking colors in store. For the needed newness, I created a monthly product launch centered on packaging existing products into more contemporary color sets. Each color set introduced a modern brand voice for Copic and became the much anticipated colors of the month. Each month received a refreshed art direction & rally cry supported by an intense UGC social strategy and the creation of a team (over 200 global artists) of Copic influencers who promoted the new colors on social and who became the basis of content for our site feed.
In the first year of the campaign, we increased online revenue by 300% with huge growth data across all digital platforms. #copiccolors has become an evergreen campaign for the brand.