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ClickZ Stationery | Are Stationery Brands Missing 87% of YouTube's True Value?
Plus: Why Hobonichi’s spring planner drop is a masterclass in branding🗓️
Sophie Bruxner-Randall
June 04, 2025 • Estimated Reading Time: 6 minutes
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ClickZ Stationery is your essential newsletter for stationery eCommerce professionals.
Editor’s Pick 🌟
New research reveals that brands scaling Google's YouTube and Demand Gen budgets are growing 32% faster in 2025. So, why aren't more brands prioritizing these high-impact campaigns?
Fospha's analysis of over $500M in ad spend uncovers why businesses mis-measure YouTube and how to accurately track the impact of Google’s upper-funnel channels.
Get the full research and a step-by-step guide to maximizing these channels for your brand here.
Sector Spotlight 🎥
STATIONERY TREND
Taylor Swift's use of personalized stationery highlights the value of tangible, memorable communication in marketing, demonstrated as she announced regaining her music masters. This strategic approach appeals to marketing professionals seeking to enhance brand authenticity and personal connection in a digital world.
MARKET GROWTH INSIGHTS
The global Stationery And Office Product market is projected to grow significantly from 2025 to 2032, driven by technological advancements and evolving consumer preferences. eCommerce platforms enhance product accessibility and customization options, while eco-friendly materials attract environmentally conscious buyers. Essential for marketing professionals, these insights enable the creation of strategies that align with tech trends and sustainability demands, fostering market expansion.
PLANNER LAUNCH
The Hobonichi Techo 2025 Spring Planner, launching February 1, features a unique design inspired by Hasegawa Tohaku's Pine Forest Screen, appealing to professionals seeking a blend of Japanese artistry and daily organization. This release also introduces two new colors for the popular tragen planner cover, catering to diverse aesthetic preferences while supporting Japanese Red Cross recovery efforts.
OFFICE SUPPLIES
Marketers can enhance their strategies by considering 21 essential office supplies crucial for business efficiency, such as calculators, desks, and stationary. Availability, purchase options, and seamless return policies offer practical value, facilitating operational excellence. This focus on efficiency underscores strategic opportunities for optimizing workspace productivity.
Influencer Corner 📢
▰ 𝐖𝐡𝐲 𝐀𝐫𝐞 𝐓𝐡𝐞 𝐖𝐨𝐫𝐥𝐝’𝐬 𝐁𝐢𝐠𝐠𝐞𝐬𝐭 𝐁𝐫𝐚𝐧𝐝𝐬 𝐒𝐞𝐫𝐯𝐢𝐧𝐠 𝐂𝐨𝐟𝐟𝐞𝐞? ☕⚜️
Because coffee is no longer just a beverage. It’s become a brand medium — a way to turn everyday rituals into immersive experiences.
Louis Vuitton didn’t launch a café for profit.
They created a space for presence. For texture. For identity in motion.
💡 A copper-wrapped coffee bar becomes a branded pause — where every detail, from material to light, is designed to imprint emotion.
🌀 Coffee as connection
🌀 Architecture as story
🌀 Stillness as luxury
🧠 Insight: When the world is overloaded with noise, the most powerful brands design quiet, beautiful moments people want to walk into.
This isn’t retail.
It’s relationship-building through ritual.
Upcoming Events📅
Cannes Lions is no longer just about creativity — this year, marketing measurement is stepping into the spotlight.
If you’re heading to the Croisette and want to cut through the noise on what’s really working in digital, Fospha is the team to speak to. From breakthrough research to real-world results, we’re helping brands make every marketing pound count.
Optimization Hub ⚙️
MULTI-CHANNEL MARKETING
Goal-oriented marketing enhances multi-channel coordination by aligning with business objectives, such as increased ROI, rather than focusing on individual channels. Notable examples like Blenders Eyewear and SwimOutlet demonstrate improved conversion rates and revenue through effective channel orchestration and AI-driven personalization. Emphasizing goals first ensures optimized resource allocation and a comprehensive marketing approach.
SOCIAL MEDIA MARKETING
Meta Advantage offers AI-powered tools for digital advertising, enhancing efficiency with features like Advantage Placements and Shopping Campaigns. However, certain tools, such as Advantage Creative and Budget Allocation, require manual oversight to maintain brand consistency and strategic balance. Advertisers must strategically blend automation with manual control for optimal performance.
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ClickZ is a ClickZ Media publication in the DTC eCommerce division