360° activation plan: from PR events to co-branded products, digital content and employee training
Services
Activation strategy
Creative concept
Art direction
Project management
Client
Caran d'Ache
Categories
Sponsorship Activation
Operational Management
Challenge
To develop a complete activation ecosystem around the Caran d’Ache x Belinda Bencic partnership, including a PR event, co-branded product, digital campaign, and employee training to maximize brand impact on all levels.
The objective was to create a holistic approach that fully leveraged the partnership’s potential—simultaneously targeting external customers (awareness, sales), internal teams (motivation, engagement), and generating long-lasting assets (co-branded product) to ensure sustainable ROI from the sponsorship.
Strategy
Integrated 360° Approach
Our strategy focused on building a multidimensional activation framework where each pillar feeds and amplifies the others. This 7-pillar approach ensured the partnership’s ROI was maximized by utilizing every facet of the Caran d’Ache x Belinda Bencic association.
Authentic Emotional Connection
Behavioral analysis shows that fans form deeper emotional bonds with personalities than with sports institutions. This emotional proximity served as the central narrative thread, creating coherence across all activations.
Expression Tools as a Natural Bridge
Identifying handwriting as a medium for expressing emotions that are difficult to articulate verbally allowed us to form a legitimate bridge between Belinda’s world and Caran d’Ache’s expertise—naturally justifying all developed activations.
Internal and External Leverage
The 360° approach strengthened both the brand’s external image and internal team engagement, generating a synergy that greatly multiplied the overall impact.
Solution
Comprehensive 360° Activation Ecosystem
Our solution was structured around four interconnected activation pillars to maximize impact:
Exceptional PR Event
Premium Launch of the Global Campaign
- Private event with Belinda Bencic for VIP clients
- Exclusive reveal of the co-branded product
- Immersive experience showcasing their shared creative universe
- Generation of premium content for digital amplification
Exclusive Co-Branded Product
Ecridor Bencic Edition – A Lasting Partnership Asset
- Creation of a limited edition personalized Ecridor pen
- Design inspired by Belinda’s values and world
- Premium packaging with rich storytelling elements
- Exclusive distribution strategy to heighten desirability
Immersive Digital Content Campaign
Authentic Multi-Platform Storytelling
- Quote series revealing Belinda’s inner personality
- Behind-the-scenes videos capturing shared creative moments
- Community contest to maximize engagement
- Orchestrated social media activation across all platforms
Employee Workshop “Performance & Creativity”
Internal Training Inspired by Belinda
- Motivation and focus sessions with Belinda’s insights
- Mental performance techniques applied to business contexts
- Creative team-building with Caran d’Ache writing tools
- Creation of internal brand ambassadors for the partnership
Results
Proven 360° Impact
The full activation generated exceptional synergy between all pillars. The PR event reinforced VIP client relations, the co-branded product delivered long-term incremental revenue, the digital campaign amplified awareness, and the workshops turned employees into internal brand ambassadors. This holistic approach maximized ROI by tapping into every dimension of activation potential.
+7%
engagement
+500k
impressions
75%
opt-in rate
320%
sponsorship awareness