Oxford sešity
Oxford sešity

Oxford Notebooks

Oxford sešity

Client: Václav Čížek s.r.o.
Field: Distribution of stationery and office supplies
Services: Marketing on social media, Performance and brand campaigns, Creation of graphic materials and videos
Period of cooperation: July 2022 – present

Name of campaign:

Growth in value of sales by 12% through innovative activation

BRIEF

Václav Čížek s.r.o. is a company which deals in the exclusive import and distribution of selected brands of stationery and office supplies. It represents brands such as Sheaffer, Filofax, Pilot, Oxford, Bantex and Linex, as well as supplying independent stationers, wholesalers, catalogue companies and international chains on the Czech and Slovak market.

The Oxford brand offers a wide range of products which focus primarily on two key segments: school and office. Oxford notebooks are known for their high quality and stylish design and are available in several varieties and colours.

Launch of campaigns and communication for the Oxford brand is targeted at the period from July to September, i.e. before the start of the new school year. For 2023, the intention was to build on the successful strategy from the previous year, focusing primarily on product awareness, engaging with new formats and preparing new creative ideas. In doing so, the aim was to achieve at least the same level of sales as in 2022 despite the higher price of the notebooks.

CHALLENGE

The greatest challenge was to communicate the price of the notebooks correctly, this having increased as compared to the previous year. Oxford notebooks are not the cheapest, so it was very important to focus on communicating the added value of the product - high quality materials and workmanship, higher paper weight, the modern and stylish design of the notebooks, etc.

Another challenge was the incorporation of new campaigns and formats which had not yet been tried for the brand. This required correct determination of the target groups, budgets and other technical parameters of the campaigns.

It was also challenging to divide the communication into two target groups - mothers and children.

Oxford sešity

PREPRATION

The most important point during preparation of the campaigns for Oxford notebooks was creation of custom graphics for advertisements and social media. We photographed the notebooks and also produced stop-motion video for several ad formats. These were then the main source of material for all of the campaigns on Google, Facebook, Instagram, TikTok, YouTube, DV360 and Digital Turbine.

We divided the communication into two target groups - mothers aged 30 to 45 and children under the age of 16. We created our own campaigns and social media posts for both target groups to communicate the benefits of Oxford notebooks.

We launched campaigns in the search network and remarketing in the content network via Google Ads and Sklik. Display campaigns for large areas and visibility ran via DV360, where we focused on sites for women.

Oxford sešity
Oxford sešity
Oxford sešity

Campaigns ran on Facebook, Instagram and TikTok using video/Reels and Stories formats and PPC campaigns to drive posts. Video campaigns were also prepared for the YouTube platform.

The biggest innovation as compared to 2022 was use of digital end cards via Digital Turbine. This is an interactive ad format with very high viewability, primarily displayed in casual mobile games.

In the previous year, among other things, the concept of stop-motion video proved to be extremely successful, so we created this for 2023 as well. The main purpose was to communicate the high quality and durability of the notebooks against physical damage or water spills, as well as the higher paper weight to prevent show-through. We produced the video in a format for YouTube, Meta, TikTok, digital end cards and city light displays.

RESULTS

Thanks to having the right strategy in place, all of the KPIs monitored for impressions, reach and click-throughs were met in excess of the plan. Overall, the campaigns received a combined total of over 11 million impressions and reached over 2 million people.

In the period of less than three months over which the campaigns ran, we received 50,000 visits to the site and over 3,500 items were placed in the shopping basket. Thanks to this, we also managed to meet our main goal – we achieved growth of +12% in value of sales for the period January to November 2023 as compared to the same period the previous year.

Apart from that, the results of the campaigns had an impact on increasing brand awareness and brand searches over time. Searches increased by tens of percent compared to the previous successful year. And a slight increase is also evident in the period between campaigns.

We decided on cooperation with LCG New Media in 2022 when we wanted to change the way we communicate the Oxford brand, specifically school notebooks. We wanted to focus more on the main and essential qualities of these products and bring this message to children and students, as well as to parents who very often buy notebooks. LCG captured exactly what we were aiming for right from the start. And their work proved to be a great success. This is one of the reasons why it was clear that our cooperation would continue in 2023, when we took the campaign to the next level based on the experience and lessons learnt from the previous year. Our cooperation with LCG is consistently flawless, systematic and fast.

Václav Čížek,
Director of Václav Čížek s.r.o.