In a market saturated with product-led messages, BIC flipped the script. Instead of simply telling their story, they invited the Moroccan public to write their own — literally. In collaboration with Eskimi and Share Conseil, a leading media and digital agency under the Leadz Group, BIC launched a nationwide poetry contest campaign. The brand challenged people to write their best poems, illustrate them, and win prizes like computers, tablets, and vouchers. 

Behind the innovative challenge lay a carefully optimized digital campaign that delivered far more than just traffic — it generated creative engagement at scale.

The objective: More than just clicks

BIC aimed to promote its stationery line by inspiring emotional engagement and driving users to the dedicated contest site. With a broad target audience, success depended not just on reach, but on resonance.

The KPI? A minimum CTR of 0.3%.

The reality? The campaign nearly tripled it — thanks to a mix of creative formats, continuous optimization, and a campaign narrative that connected on a human level.

The creatives: Simple formats, smart execution

The campaign proved that well-crafted, well-placed, and well-optimized creative can still pack a punch. A static banner and an in-banner video — thoughtfully designed and carefully managed — drove meaningful engagement and well above-benchmark results.

Banner 

The interactive banner delivered standout performance with a CTR of 1.27%, more than 4x the campaign benchmark, proving that even simple creative can drive strong results when placed and optimized effectively.

VAST and IBV video formats

The video formats achieved a solid CTR of 0.56% and an impressive View-Through Rate of 71.47%, showing that the format successfully captured attention and held it — even within a compact creative space.

‍

With a final CTR of 0.8%, the campaign outperformed initial expectations by 90%. But more importantly, it showed that you can connect with an audience when the content is engaging, the formats are right, and the delivery is sharp.

About the partnership

The collaboration between Share Conseil and Eskimi is built on a shared vision: delivering impactful, engaging, and performance-driven digital campaigns for globally recognized brands like BIC.

Eskimi has become a trusted programmatic partner for Share Conseil — not just for its technology but for the consistent value it brings across every stage of campaign execution. What sets Eskimi apart is its unique blend of creative innovation, targeting precision, technical agility, and reliable performance.

From rich media formats and interactive experiences to advanced segmentation and fast, flexible support, Eskimi enables Share Conseil to move fast and execute with confidence. This partnership has unlocked significant achievements for BIC, including:

• Notable engagement uplifts compared to standard display campaigns
• Higher brand recall and stronger positive sentiment in post-campaign analyses
• Reinforced digital brand equity across multiple BIC product categories
• Creative ad executions that helped BIC stand out in a crowded FMCG landscape

‍