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
Saxo had become Denmark's leading online bookstore. But commercial success doesn't automatically translate into cultural relevance.
Books were everywhere. On TikTok, in conversations, in cafés and communities. Yet Saxo wasn't necessarily part of the moments shaping how people discovered, discussed and connected through books.
They owned the transaction. The opportunity was to become part of the conversation.
The Brief
Move Saxo beyond being a place to buy books and towards becoming a brand that helps shape book culture.
Build a marketing strategy that puts Saxo at the heart of the conversations, communities and cultural moments that make people love reading.
What we did.
OOH
The Strategy. Your bookshelf says more about you than your selfie ever could.
We set out to make Saxo more than a place to buy books. We wanted to make it part of what books say about us.
Because books aren't just stories we read. They're reflections of who we are, what we believe in and how we want to be seen.
So instead of building a campaign around products, we built a creative platform around identity, personality and culture.
One idea. Multiple formats. A consistent cultural conversation.
From a hero concept and out-of-home advertising to a vodcast, creator-led entertainment and always-on social formats like Show Me Your Bookshelf, Red Flag / Green Flag, It's Saxy and Top 3 Books.
Different formats, one shared ambition: to make Saxo part of the conversations that shape book culture.
Social-first by design. Entertainment before advertising. Identity before product.
Results.
+800%Increase in organic views on content
+1000%Increase in Eng. Rate %
+1000%Increase in searches on mentioned books