Back-to-school is the critical sales window for BIC Kids, but parents are heavily guided by school lists, competition from private labels is fierce, and kids spend more time on screens than on paper.
With a limited budget for classic high-GRP TV, BIC needed real-world visibility and earned talkability, not just paid ads, to grow the colouring segment and win share.
"Back-to-School Breaking News by BIC Kids." Kids feel proud when adults recognise their creations. So we turned children's drawings into public stories.
Their drawings became segments in youth news shows, hero visuals in DOOH near schools, a giant hand-painted mural, and shareable social content. BIC Kids became the brand that gives kids the stage and the microphone.
A very strong mix of real-life and digital reach, at an exceptional cost efficiency.
Purchase in the last 12 months rose +10–12 points among exposed parents, with awareness, consideration and "most often purchased" all up versus 2024.
The campaign clearly moved people down the funnel, from "know" to "buy", proving that creativity-first communication can outperform heavy paid media on both impact and cost.
Working with Artcrush on the BIC 2025 campaigns was a true co-creation success. The campaigns generated over 1,600 submissions, translating into both sales uplift and market share gains. A perfect example of how creative excellence can drive real business impact.
Strategy, activation, budget and full funnel results in one PDF.