Top 40 supplier Koozie Group (asi/40480) has Sam Hart, better known on TikTok as @thesam_show, to thank for its unexpected viral moment. About a month ago, Hart posted a video gushing about the BIC Intensity Clic Gel Pen, claiming it was the best pen she’s ever used. After her video, demand for the pens went through the roof, and Koozie Group and distributors were suddenly fielding requests for samples.

Now that the dust has settled a little, Koozie Group invited Hart to its Clearwater, FL, headquarters for a visit. Given that some of her followers have dubbed her one of TikTok’s premier “pen-fluencers,” it’s only right that she got a peek behind the curtain, right?

According to a press release from Koozie, Hart met with Koozie’s product, marketing and manufacturing teams. Leah Carrow-Sherman, Koozie’s category manager for writing instruments, walked Hart through the behind-the-scenes of pen design considerations that a lot of users might not think of, like ink systems.

The through-line of the tour was one very specific custom pen: a white version of the Intensity Clic Gel Pen that Hart loved so much, complete with a custom imprint that said, “Thanks for Helping Us Write Our Love Story.” She watched the pen from its inception to completion throughout the company’s manufacturing facility and was surprised with a gift of custom Koozie can coolers for her upcoming wedding.

“Sam is a self-described pen enthusiast, so she was eager to learn more,” Carrow-Sherman said. “It’s been fun as a product manager to see the reaction to her videos. We introduced the ICLGEL in 2002, and its popularity continues to grow, so much so that we launched a slimmer version this year – the BIC Ferocity Clic Gel Pen.”

Hart has posted a few videos from her time in Clearwater, showcasing her education sessions, a few de-constructed pens to learn more about pen anatomy, and videos from the factory floor. Finally, she got to show off her brand-new, custom-made thank-you gift.

“We saw Sam’s visit as an educational opportunity to spread the word about how we make and imprint writing instruments,” said Rachel Rosario, senior director of marketing and communications for Koozie Group. “Having Sam highlight the impact that quality promo products can make on brand awareness was a good chance for us to explain the industry to a broader audience. We assemble many of our BIC-branded pens in our Florida facilities, so Sam was able to get a behind-the-scenes look at how that works and share it with her followers. It will be interesting to see long-term how this attention will turn into promotional products sales. Many times, retail trends drive promo trends. In this case, it’s the other way around.”

Hart’s followers were definitely interested. The comments sections were filled with messages like, “Taking pen making notes using my new BIC Intensity Clic Gel Pen that I got thanks to you!” and, “This is so cool! I would have been geeking out!!!”

The social media bump is a very real phenomenon. Demand for this particular pen skyrocketed overnight all because of one simple video. It’s smart of Koozie to not only keep the hype going, but to repay Hart for getting the good word out. Now, Hart is not only armed with more of its merch, but she’s also shared even more visibility for the brand and its products.

Based on reported 2022 North American promotional product revenue of $317 million, Koozie Group ranked seventh on Counselor’s most recent list of the largest suppliers in the industry. The new list is due out this summer.