Digital Media Case Study
Pilot Pens.
Driving UK-Wide Awareness and Engagement Through Social Video.
To support Pilot Pens and the FriXion range, One Day Agency planned and delivered a UK-wide digital campaign designed to raise brand awareness, drive engagement and send traffic to the Amazon storefront.
The campaign focused on reaching audiences through the platforms where they naturally consume content, using short-form video across Meta, TikTok and Snapchat. Targeting combined parents, families, supermarket shoppers, back-to-school audiences and interest-led segments, helping Pilot Pens reach both existing product users and new audiences during a key seasonal period.
Skills
Paid Social, Meta Advertising, TikTok Advertising, Snapchat Advertising, Social Video, Amazon Storefront Traffic, Audience Planning, Digital Strategy, Campaign Measurement, Creative Testing
A Platform-Led Social Strategy
The campaign was built around platform-specific video content and audience behaviour. Rather than using one generic creative approach, One Day Agency planned activity around how users naturally engage with each channel.
Meta combined awareness-driving video with traffic-led formats to build recognition and send users to the Amazon storefront. TikTok used native-style, short-form video designed to feel organic within the platform, reaching younger audiences through family, back-to-school and hashtag-led targeting. Snapchat focused on fast-consumption vertical video, helping Pilot Pens reach family and shopping audiences at scale.
This channel mix allowed the campaign to balance broad awareness with meaningful engagement and traffic generation.
UK-Wide Reach Across Meta, TikTok and Snapchat
The campaign used short, platform-native video creatives across each channel, including “Adult”, “Kids”, “Original”, “Real vs Fake” and platform-specific Snapchat variations.
On Meta, the “Kids” video reached 1,185,780 users, delivered 2,188,979 impressions and generated 190,088 post engagements. The “Adult” video also performed strongly, reaching 671,082 users, delivering 1,021,449 impressions and generating 103,878 post engagements.
On TikTok, the “Real vs Fake” video was the strongest performer, delivering 1,598,710 impressions, 1,796 clicks and a CPC of £0.78. The “Original” video also delivered cost-efficient traffic, generating 933,827 impressions and 1,056 clicks at a CPC of £0.77.
Snapchat delivered particularly efficient traffic, with the “Real vs Fake” video generating 5,187,929 impressions and 18,982 clicks at just £0.19 per click. This showed the value of adapting creative to the fast, vertical format of the platform.
Creative Built for Attention and Engagement
The campaign ran from 8 August to 18 September 2025 and delivered 12,074,637 impressions, overdelivering against the estimated impression target of 6,011,906 by 200.85%. Across all platforms, the campaign generated 42,277 clicks at an average CPM of £1.66.
Meta delivered 3,207,869 impressions and 18,047 clicks, combining parent and supermarket audience overlays to drive both awareness and Amazon storefront traffic. TikTok delivered 2,844,570 impressions and 3,104 clicks, showing the strength of native short-form video for scalable awareness. Snapchat delivered the largest impression volume, with 6,022,198 impressions and 21,126 clicks, proving highly effective for cost-efficient reach and engagement.
Audience Insights Across Platforms
Audience performance varied by platform, creating useful learnings for future activity.
On Meta, the 25 to 34 and 35 to 44 age groups were the strongest-performing segments, combining scale with engagement. Female audiences were slightly larger and more engaged, generating 9,983 clicks compared with 7,718 from male audiences.
On TikTok, performance was strongest among younger audiences, especially users aged 18 to 34. The 18 to 24 group generated the highest number of impressions and clicks, showing that the creative and platform targeting resonated particularly well with younger users.
On Snapchat, the strongest engagement came from the 25 to 44 audience, while male users drove the majority of impressions and clicks. Female audiences, however, showed stronger engagement rates, with a higher CTR than male audiences.
Results and Learnings
The campaign successfully delivered high-volume awareness and engagement for Pilot Pens across the UK. By combining Meta, TikTok and Snapchat, One Day Agency created a balanced paid social strategy that delivered broad reach, efficient traffic and strong platform-specific learnings.
In total, the campaign delivered 12.07 million impressions and 42,277 clicks, significantly overdelivering against the original impression target. Snapchat emerged as the strongest scale and efficiency driver, while Meta provided strong engagement and Amazon storefront traffic, and TikTok delivered cost-effective awareness among younger audiences.
Google Trends analysis showed that FriXion activity saw notable peaks around March and August 2025, with the August peak aligning with the campaign period. Community sentiment was also predominantly positive, with users expressing strong product loyalty and long-term trust in the pens, while only a smaller share of comments raised neutral or constructive feedback around durability or authenticity on Amazon.
The key learning was that Pilot Pens has a strong emotional and practical role with multiple audiences, not only parents and families. Future activity should continue investing in social platforms while expanding into additional channels such as YouTube, Pinterest and Reddit, and broadening audience targeting to include professionals, teachers and other high-usage segments.
“Never actually bought these when I was in school but they were my favourite pens and somehow always ended up in my pencil case 😅”
TikTok User
“Love these pens they are my go to all the time”
Facebook User
“Wouldn't have passed my exams without one of these.”
Facebook User
