Flvia Giordano, the company’s marketing director, tells propmark about the communication strategies used in the brand’s campaigns
For more than two centuries, Faber-Castell has used creativity as its main strategy to stay current and connected with its audience, which is increasingly diverse and demanding.
The company has a huge range of products in its portfolio and actively listens to feedback to remain firmly in consumers’ minds, as well as looking for new ways to create connections.
According to Flávia Giordano, marketing director at Faber-Castell, one of the brand’s main roles is currently encouraging the creativity of its audience and, therefore, the company has invested in both digital and in-person actions, as was the case with CCXP23.
“By approaching the public in a face-to-face and integrated way, we have the opportunity to boost creativity through our products and encourage people to express their ideas and emotions”, explained the executive.
To the propmark, Flávia also talks about the campaign creation process and the importance of keeping a creative mind in the market. Read the full interview:
How does Faber-Castell view the role of creativity in its innovation process?
In the same way that we seek to encourage creativity among audiences of all ages, at Faber-Castell we also recognize creativity as a fundamental element in the innovation process. We believe that creativity is a tool that permeates our entire product development process, from research, development and even communication.
How is creativity incorporated into Faber-Castell’s advertising campaigns?
Our advertising campaigns are created with the aim of establishing an emotional connection with the public, reflecting the essence of the brand. This year, for example, we took the MultiMark line to CCXP23 and our idea was to provide an immersive structure that reflected the spirit of the product, demonstrating its use in an Instagrammable way on different surfaces in a home, inviting our audience to experiment and creativity. By approaching the public in a face-to-face and integrated way, we have the opportunity to boost creativity through our products and encourage people to express their ideas and emotions, as we believe that creativity is a personal journey accessible to everyone.
How does Faber-Castell incorporate creativity into its marketing strategies to stand out in a competitive market?
Creativity is essential for Faber-Castell and we encourage it among our audiences. Led by a dedicated Customer and Market Insights (CMI) team, our starting point is always understanding the needs and behaviors of our target audience.
Is there a specific campaign that has had a significant impact on audience engagement?
As part of our strategy to invest in immersive experiences, we launched the “Lens of Creativity” campaign in March 2023, based on the concept “creativity in your hands” to demonstrate how creativity can be present in different moments of our daily lives. day. In total, there were five activations in different spaces. One of them transformed traveling in the So Paulo metro line 2-green cars into a creative and Instagrammable experience, with illustrations by artists from the Nalata Art Makers collective. The other, in partnership with the Azul airline, invites passengers to unleash their imagination during the flight, promoting a light and fun trip using creative postcards. Another example is the “Assuma o Risco” campaign, launched in August 2023 in partnership with TikTok to talk about Fine Pen and GrifPen pens. Developed for generation Z, we integrated our brand with TikTok and adopted the “TikTok First” concept, using an aesthetic that is characteristic of the platform and that maintains cohesion with the consumption preferences of the younger generation, being a success on the platform.
What are the common challenges faced when integrating creativity into development and advertising processes, and how does Faber-Castell address them?
Just like any other brand, we live in a context that is rapidly changing as a result of technological developments and other discussions of great importance that impact society, our role is to maintain authentic and close communication, regardless of any issue. Over time, we have adapted our strategies to reflect changes in consumer preferences and behaviors.
How does Faber-Castell stay up to date with creative trends and innovations in the market?
We follow creative trends and market innovations, always focusing on our consumers. In addition to research to identify the ideal products and experiences, we prioritize actively listening to feedback from our audience, obtained in different ways, such as through SAC, social networks and Ateli Aberto, a Facebook community. This constant interaction with our community allows us to not only stay in tune with your preferences, but also continually adapt our marketing strategies, ensuring that Faber-Castell products remain relevant and inspiring amid dynamic market changes.
How do you see the role of creativity evolving at Faber-Castell in the future?
Faber-Castell is a company that has existed for more than two centuries and, since then, has been constantly renewing itself to remain current and aligned with audiences of all ages throughout this period, creativity has always been one of our pillars of more solid performance. We believe that, in the future, creativity will remain in our DNA, guiding us in the mission of encouraging a creative mentality that positively boosts society.
