Many pen fans share ideas on social media. Social media means apps for sharing words and pictures. Pilot studied these online posts. Pen fans already loved the pens. So, the ad spoke to other people. Some people did not like their own writing. The message was simple. Your writing is part of you. It does not need to look perfect. The pens make thin, smooth lines. This can make writing feel easy. (orange-p.co.jp)

For example, write a note for your mother. Your letters may be big or small. That is okay. They show your own style. This ad made writing feel friendly again.