Going back to school - how we used TikTok to grow brand at a critical time for Stabilo

Founded over 165 years ago in Nuremberg, STABILO is now a leading manufacturer of pens, pencils and highlighters. STABILO products are used throughout the world and available in over 180 countries. Insight manages the social media for STABILO Australia.

The challenge

The brief was to deliver a fun, impactful, social-first campaign to position their products front of mind and drive purchases at Big W and Officeworks stores nationally, during Back-To-School peak season. Creatively, they wanted to try something ‘new’, that they had not done before, with a focus on their core highlighter products.

The solution

Inspired by TikTok trends, we created a social-first video showcasing their target audience, school-aged teens, interacting with STABILO highlighters in the core colour range. The creative is upbeat, eye-catching, and relatable.

The impact

Over a six-week campaign period, results included:

  • Reached over 673K users within target audience on Meta

  • Reached over 384K users within target audience on TikTok.

  • Across both platforms, over 6.7M impressions and over 1.37M video views

0 %
increase in Instagram engagement
0 %
increase in Instagram followers
0 %
increase in tracked sales from Google advertising
0 %
increase in tracked sales from paid social advertising

What they said

“So bright and fun! Approved.”

Brand Manager from Stabilo

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