Consumer Products
BIC: Rocketbook
Rocketbook notebooks, planners and sticky notes bridge the gap between traditional and digital. As part of the BIC brand portfolio of leading global products, Rocketbook stood out as a true problem-solving difference-maker — a product that could change people’s day-to-day lives because it’s reusable, erasable and digitally scannable. Rocketbook products combine a traditional pen-and-paper feel with the convenience of digital notetaking, making it one of the best-selling reusable productivity tools available today.
Challenge
The reusable notebook and accessory space was still relatively new and unknown to many consumers, which hindered any proactive interest. While innovation, ingenuity and productivity have always been hallmarks of the Rocketbook brand, as their product portfolio expanded and similar offerings entered customer consideration sets, telling their story became more complicated. So, the BIC Rocketbook team came to Axial1 to take advantage of advanced analytics-driven insights to relaunch the Rocketbook brand and reintroduce its key products. The goal was to drive increased awareness and improved marketing performance by spotlighting the opportunity to enjoy greater focus, organization and peace of mind in one’s work and personal life.
Opportunity
As a leader and originator in the industry, Rocketbook had a unique opportunity to connect with people through the emotional benefits their products offered in everyday life. To provide a quantifiable, advanced data analytics-based foundation to the branding and marketing to come, Axial1 conducted proprietary messaging optimization analytics to understand the transaction-driving hot-buttons of Rocketbook’s key target audiences. These insights created the foundation for a new, optimized brand strategy/positioning for the Rocketbook brand and the new campaign created by Axial1. Paying homage to Rocketbook’s “space-age” name, Axial1 parodied sci-fi tropes from 1950s B-movies as a way to grab attention and stand out amongst Rocketbook’s more feature-focused competitors. Axial1 extended the campaign by spoofing traditional product demos and social media influencers with a series of tutorials starring the world’s first “Martian-fluencer,” Zorbon.
Services
- Messaging Optimization Analytics
- Brand Strategy/Positioning
- Demand-Generation Advertising Campaign Concepting & Execution
- Social Media Marketing
