POSCA

Putting community at the brand’s heart

What we did

Brand Campaign & Comms Content & Social

The Challenge

Owned by Japan’s Mitsubishi Pencil Company, POSCA has been a global leader in creative expression for over 30 years.

Despite this heritage, UK brand recognition stood at just 21%. At the start of 2025, POSCA’s UK social media presence was still in its early stages, with an opportunity to better capture the energy, creativity, and passion of the artists already using and loving the product. The brand had clear potential to deepen community connections, amplify advocacy, and engage a new generation of British creators.

The challenge was clear: reignite POSCA’s social presence by reconnecting with its core audience and turning existing enthusiasm into visible, meaningful engagement.

The Leap

From passive presence to active creative community.

Through research, social listening, and stakeholder interviews, we discovered that artists were already championing POSCA online – sharing work, tagging the brand, and engaging with others. Social was full of untapped potential.

Using POSCA’s new brand platform “Anti-Established” as our foundation, we built and activated a social and content strategy designed to transform the brand’s channels from static showcases into dynamic creative hubs.

The work

Our approach was built around five key drivers of growth, each designed to strengthen engagement, expand reach, and drive conversion.

Creator-Led Content – We put creators at the heart of the strategy, using UGC, interactive formats and artist collaborations to amplify real voices and inspire participation.
Engaging Product Content – We developed a consistent stream of social-first content, using ASMR-inspired storytelling to showcase the product’s premium quality in a sensory, visually compelling way.
Active Community Management – By listening and responding in real time we created authentic, two-way conversations that encouraged ongoing engagement.
Tactical Media Support – High-performing content was strategically amplified through paid media, extending reach and connecting with new, relevant audiences.
TikTok Launch & Social Commerce – We launched POSCA on TikTok Shop through a Black Friday Live shopping event with ongoing promotions tied to key retail moments and affiliate partnerships to drive conversion and maximise sales impact.

Together, these elements transformed POSCA’s social presence into a dynamic hub for creativity, collaboration, and community – while also establishing it as a growing commercial channel for the brand.

To launch the new UK brand platform, we invited artists to submit their creations for a chance to be featured in our campaign video. The response was overwhelming: many artists submitted multiple pieces and their work became the heart of a brand video that’s racked up over half a million views and counting.

The results

The impact was immediate, measurable and award winning, picking up GOLD for Best Community Development at the 2025 Digital Impact Awards.

In the first 6 months alone, inbound activity to POSCA’s social channels quadrupled and POSCA was tagged in over 10,000 pieces of user-generated content. POSCA’s online community is now visible, thriving, and proud, reigniting the brand’s creative spirit and strengthening its position as a beloved tool for artists everywhere.

Organic reach

0 million

Engagements

75000+

(up 20%)

Social followers

+0

(up 82.6%)

“saintnicks has helped us identify, grow, and celebrate an authentic community of artists and POSCA users, bringing them to the heart of our brand like never before.”
Hannah Hurling, Head of Marketing, Mitsubishi Pencil Co UK

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