Objective
The goal of the campaign was to drive awareness for the newly redesigned Super Black India Ink packaging and refresh the brand’s content with high-quality, engaging visuals. The campaign aimed to leverage the product’s existing popularity among professional calligraphers while expanding its reach to a broader creative audience.
Strategy
To highlight the ink’s rich quality and new packaging, we collaborated with 21 calligraphy and lettering artists from around the world. Each artist created original artwork using Super Black India Ink, showcasing its performance in their unique styles.
Key strategic elements included:
• Leveraging Instagram’s Collaborator Post Feature: By sharing content on both the brand’s and artists’ accounts, we maximized visibility through cross-pollination.
• Authentic Creator Partnerships: The selected artists were already users and advocates of the product, ensuring credibility and enthusiasm in their content.
• Diverse Global Representation: Featuring artists from various backgrounds and styles expanded the brand’s appeal beyond its core audience.
Results
• 21 artists with a combined follower base of 1.14 million showcased their stunning calligraphy work using Super Black India Ink.
• The campaign reached 239K unique users, significantly expanding awareness.
• The content contributed to the bulk of the 5K new follower growth on Instagram that quarter.
This campaign successfully combined authentic creator advocacy with Instagram’s latest features to amplify brand awareness and showcase the product’s artistic potential.
