Download the new free white paper: Gifting season white paper
Download the new free white paper: Gifting season white paper
Paper Life, part of Unieboek Het Spectrum, helps people reflect, set goals and take a moment to pause in life. They do this through inspiring journals, developed in collaboration with authors from the worlds of lifestyle and self-help.
Paper Life
2021 to present
DRIIVN has been their social media partner since 2021. With a clear strategy, we focus on an engaged target audience, relatable content and a monthly plan that consistently positions Paper Life as an online calling card. Every year, we organise a photoshoot of the new journals in a realistic setting, exactly as the target audience uses them: at home, sitting at the table, with a pen and a moment to themselves.
In 2024, a change in strategy led us (through our sister label Flik Flak) to focus on producing short-form video. Every quarter, we developed a video campaign on TikTok, in which authors themselves tell the story behind their journal. That authenticity fits perfectly with the TikTok community and the platform as a source of inspiration.
A strategic shift: from purely visual to personal and narrative-driven. And it worked!
Paper Life has grown alongside us: from a traditional social media plan to a future-proof, multi-channel content strategy. Despite some hesitation about the uncharted territory of short-form video, they opted to follow our advice, and the results speak for themselves. We have now launched four TikTok campaigns featuring writers as the faces of the campaigns.
+200% growth in reach on Instagram
From 189,000 in 2023 to 567,000 in 2024
+33% growth in engagement on Instagram
From 12,700 in 2023 to 16,900 in 2024
Discover how we help brands grow through creative and results-driven campaigns.
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