THE OBJECTIVE

Increase brand recognition of the Blackwing Pearl Pencil, and awareness of the overarching Blackwing mission by marketing the Blackwing Pearl Pencil to a younger and more diverse target audience.

THE TARGET

All genders ages 18-24. Have creative and intuitive minds; they may journal, song write, draw, or write in their free time. Instinctively use digital outlets to explore, create, and learn because it's often easier and more accessible but are also overwhelmed by the complexity of technology. Want to find more meaning in their lives. Looking for opportunities to share and receive wisdom and inspiration so that they can improve self-advocacy, self-awareness, and self-expression.

THE PROBLEM TO SOLVE

How can Blackwing convince younger consumers, who are increasingly connected to a fast-paced digital world, to slow down and find balance in their lives so that they can recognize and enjoy all of life's possibilities?

THE INSIGHT

In the midst of a mental health pandemic, younger people understand the importance of being self-aware of their mental well-being and finding healthy outlets for self-reflection.

THE STRATEGY

Create a Personal Journaling Community that’ll prompt consumers to partake a writing space that encourages self reflection and thought.

THE CONCEPT: BLACKWING RELFECTIONS

1) Create an automated text system for Blackwing Reflections to send journal prompts and thought-provoking messages for recipients to reflect on

2) Blackwing Reflections: Pop-up Reflection Booths will be hosted at event venues in various metropolitan areas. These booths will include a Reflections Wall and various Reflection Journals.

Reflections Wall: Different journal prompts will be written in the middle of a glass wall. Attendees will be able to answer the prompt on a Blackwing branded Reflections paper using the Blackwing Pearl Pencil, and their answers—featuring their first name and last initial, date, and time—would be posted on the wall.

Reflection Journal: Blackwing Slate notebooks will also be set out for eventgoers to write their own journal entries. These journal entries will not have set prompts and attendees will have more freedom regarding what they write. These journals will become a collection of anonymous journal entries, featuring only the date and time they were written.