The Original Strategy
The ABT PRO Alcohol-Based Marker is a really big deal for Tombow fans because it's the brand's first alcohol-based marker to enter the market. Fans have requested this product on social media, at trade shows and during live demos. To create some hype around the new product the original strategy was to create a series of Instagram teaser graphics to give clues as to what the new marker could be.
The three images above use the same main focus of the two marker tips, the light gray marker barrel (which differs from the black barrel of the flagship Dual Brush Pen) and the headline, "A New Way to Tombow, Coming Soon". Each new post reveals two new icon clues and the barrels remain nameless for each image.
The New Strategy
A day before the scheduled launch of the teaser graphics we decided to change direction and introduce the name of the product and tell our fan base the name of the product we were launching. That way consumers would be excited and we would gain momentum for when the product was launched to the public.
The image below is the final graphic that was shared on Tombow's Instagram account three times over a one month period and got more than 25,000 likes.
The goal of the Instagram teaser graphic was to drive consumers to the website landing page to learn more about the marker and to sign up for the Tombow VIP Club so they could be among the first to receive the new product when it released.
On the landing page I wanted to communicate three main points about this marker:
1) The ink is permanent, fast-drying and creates fully saturated color without pilling paper.
2) Although the barrel shape is similar to the Dual Brush Pens, the ink is nothing like it.
3) If you like the Dual Brush Pens, you'll love this product because it takes art to the next level.
