Wacom Pen Collective Microsite

• Web Design
• Blog Design and Production
• Flash Development
• Email Marketing
• Custom Email Design

Products Used

Project: The goal of the Wacom Pen Collective was to get visitors to look past the product and meet the people who love the freedom Wacom’s products provide their users.

Challenge:

• Enhance Brand Perception
  – Transform the perception of Wacom from simply products to products that are used by real artists to meet goals and live life with creativity.
  – Track and harness brand evangelism around Wacom products.
  
• Create a User Community
  – On PenCollective.com campaign microsite
  – Establish Facebook community
  – Open up Facebook as an avenue to drive traffic sales-ready traffic to the main Wacom Ecommerce Site.
  
• Build List Based on Community Interests
  – Establish an email list of community enthusiasts for targeted, ongoing follow up campaigns and product offerings.

Solution: The primary communications objective of the project was for users to share their stories on the site, giving a 250-word synopsis of their experience, select their favorite products, their industry, and their preferred software they use Wacom products to control. This fostered a natural shift in focus from the product to the user of the product.

The creative strategy was centered on 9 characters. Each character represented a stereotypical Wacom user representing different industry verticals. This group makes up the Pen Collective, a sort of ‘‘support group’’ for Wacom product users. The site was designed darker to highlight the group themselves as the main focus of the site, and rich with content and interaction allowing visitors to identify with this group, join up, and post their own unique experiences.

The media strategy included print ads designed by the Wacom internal creative team, with strategic media buys that promoted the site within each industry vertical.

Results: By partnering with eROI, Wacom was able to implement Pen Collective as a strong resource for users of Wacom tablets. The Pen Collective microsite, with its 9 characters, was the perfect way to expose real life Wacom product users to the types of content, stories, and avenue for sharing a Wacom community provides while the larger, main Wacom community site was still being developed for later in 2009.

Pen Collective Microsite:

• 135,645 page views
• 41,220 Visits
• 64% of traffic from referring sites
• 3.29 pages per visit
• 3:16 average time on site
• Significant number of visits from 86 different countries

Pen Collective Facebook Group:

• 3326 Members
• 25 Discussion Topics
• 267 Wall Posts, 146 Photos
• 13 Posted Items, 14 Videos
• Virtually all content was user generated
• Sent 1,665 visitors to main Wacom site
• 123 Unsolicited testimonials from actual product users.