From product relevance to cultural relevance.
The ObjectivesYear & Services
Client
Saxo
Year
2026
Service
Social-First Strategy Development and implementation / Content production / PR / Creator collaborations
The Challenges
After a record year as Denmark's #1 online bookstore, Saxo faced a strategic paradox: they had won the book as a transaction, but didn't own it as a cultural marker.
The BookTok recommendation happened without Saxo. The café-table book club happened without Saxo. We built Saxo's 2026 marketing strategy on a single conviction: cultural relevance starts on social media. Live now across vodcast and OOH.
The Brief
Make Saxo cutural relevant.
What we are doing.
OOH
The Strategy. In a feed-driven culture, product ads get scrolled past. So we stopped making them.
Instead, we positioned Saxo as the owner of a single story: the book is the ultimate social signal.
Not a message - a system. A hero concept, OOH, a vodcast, an influencer roast, and a series of always-on formats (Vodcast, Show Me Your Bookshelf, Red Flag / Green Flag, It’s Saxy, Top 3 Books) all pulling in the same direction: your bookshelf says more about you than your selfie ever could.
Social-first throughout. Entertainment before tactical communication. Identity before product.
Results.
Here’s some of the fruits of our labor. Will are still implementing the strategy.
+800%Increase in organic views on content
+1000%Increase in Eng. Rate %
+1000%Increase in searches on mentioned books