Case Study: Decoding Faber-Castell’s integrated approach for ‘Art with Purpose’ campaign

Faber-Castell

Art with Purpose is an annual property of Faber-Castell India to encourage students to explore their creative sides and express themselves through art. A look at how the initiative works as a brand-building exercise.

Category

Stationery & Colour Manufacturer

Brand Introduction

Faber-Castell is one of the worlds’ leading companies providing high-quality products for writing, drawing and creative design. Founded in 1761, Faber-Castell is one of the oldest industrial companies in the world and has been owned by the same family for nine generations.

Summary                                                         

Art with Purpose is an annual property of Faber-Castell India started in the year 2018, the campaign has seen 2 editions until now. It is an initiative designed to encourage students to explore their creative sides and express themselves through art.

Problem Statement/Objective

  • The vision of the company is Unleashing Creative Potential. The brand wanted to imbibe this vision to its key target group i.e. students in the age group of 6-15.
  • The objective is to encourage young minds to express their views on socially and environmentally relevant topics through art.
  • Since the theme this year was “A Sport that I Love”, the brand also wanted to popularise it by roping in inspiring sportspeople…

Brief

To popularise the #ArtwithPurpose campaign.

Creative Idea

Art With Purpose is bringing children to unleash their creative potential. This year’s theme was “The Sport That I Love”.

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Execution

The campaign began in July 2019 ran for 4 months with intense competition from across India and students showcasing creativity at their best.

In December 48 winners from all regions across India were shortlisted and in January 2020 a select jury declared the 12 National Winners from a total of 1.5 million students that participated from close to 2000 schools. There was a grand gratification at Goa where the winners got a chance to interact with Deepak Chahar & Prashanti Singh, visited the manufacturing facility and received total scholarships worth lakhs coupled with Faber-Castell goodies.

During the campaign, activity & testimonials videos from schools were posted on the social media platforms to build in more awareness for the program.

For a pre-finale buzz on Instagram and Facebook, the influencers also posted their excitement on the brand association and created live videos during the finale event in Goa.

 

Static posts on activities, jury announcements, winner announcements, influencer posts for the finale, live coverage during the final event generated a great pre and post buzz for the entire campaign

We are delighted to conclude yet another successful edition of our annual campaign “Art with Purpose”. In a 6 month long running campaign, this year, we reached out close to 2000 schools and 1.5 million students pan India. We would like to thank all the schools, teachers, students & parents who made this campaign bigger & better. Special thanks to Ms. Prashanti Singh & Mr. Deepak Chahar for supporting and motivating our winners at the Finale. We look forward to coming back with another exciting edition soon.

Posted by Faber-Castell India on Saturday, 1 February 2020

 

Presenting the Jury of Art With Purpose 2019

It was our pleasure to host our jury members, Shri Satyajit Shergill- a veteran artist & Shri Ghanshyam Gupta – a painter, sculptor and printmaker for final evaluation of Art With Purpose 2019 at our office. The culmination of this year's program has been amazing with different perspectives to the theme "The Sport That I Love'. Have a look at what they have to say as we gear up for our finale. #FaberCastellIndia #ArtWithPurpose2019

Posted by Faber-Castell India on Friday, 17 January 2020

 

Art With Purpose 2019 with Delhi Public School Yalahanka, Bangalore

Faber-Castell India’s “Art with Purpose 2019” brought together students from Delhi Public School Yalahanka, Bangalore to celebrate and participate in the initiative with the theme: 'The Sport that I ❤'.The competition was thoroughly enjoyed by the students and served the perfect purpose of sustainable association between educators & students by focusing on the aspects that influence overall development of children through Art while also making sure the students experience the brand and the values it stands for. #ArtwithPurpose

Posted by Faber-Castell India on Tuesday, 14 January 2020

Art With Purpose 2019 with RPS Int'l School, Gurugram

Faber-Castell India’s “Art with Purpose 2019” brought together students from RPS International School, Gurugram to celebrate and participate in the initiative with the theme: 'The Sport that I ❤'.The competition was thoroughly enjoyed by the students and served the perfect purpose of sustainable association between educators & students by focusing on the aspects that influence overall development of children through Art while also making sure the students experience the brand and the values it stands for.#ArtwithPurpose

Posted by Faber-Castell India on Monday, 13 January 2020

Results

Quantitative

Faber-Castell has grown more than 15% with this edition. In #ArtWithPurpose 2019, the brand had 1.5 million students and close to 2000 schools that participated in the campaign.

Qualitative

With the initiative, Faber-Castell has created the positioning of being a brand that promotes imagination and creativity. The idea has been well received by key stakeholders that the brand is not limited to the products it sells but encourages creative thinking.

CMO Quotes

“The core idea of the program remains the same – i.e. integrating art with subjects relevant to the child. The excitement and the theme are what makes Art with Purpose different every year. We try to bring in a topic which will have a significant impact on the development of the child, this year it presents a very integral part of skill development. We are happy that more & more schools have shown interest and enthusiasm in participating. We want to make ‘Art with Purpose’ one of the most aspirational program which is recognized in the education sector as a National Level Art contest that adds value to their overall curriculum and helps build better individuals for tomorrow,” said, Nisha Sara Jose, Marketing Director at Faber-Castell India

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