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ClickZ Stationery | From TikTok to Techo: Why Stationery Must Go ‘Interest Media’

Plus, The global stationery market may be steady, but niche-led brands are reshaping its future.

Author

Sophie Bruxner-Randall
May 07, 2025 • Estimated Reading Time: 10 minutes

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Editor’s Pick 🌟

ClickZ was on the ground at POSSIBLE Miami, and here were our top takeaways:

  1. More than ever, consumer discovery is shifting to "interest media" platforms (like TikTok, Snap & Pinterest). Gary Vaynerchuk highlighted this evolution from a "social media era" to interest media, emphasizing that brands must now prioritize creating relevant content aligned with user interests to capture attention at the crucial initial stages of the customer journey.

  2. Measuring the ROI of top-of-funnel engagement on "interest media" channels is becoming a crucial differentiator. Despite recognizing the importance of reaching consumers earlier, many brands struggle to effectively track how content on interest media channels translated to bottom-line results. Those adopting full-funnel measurement solutions increasingly hold a competitive advantage.

  3. Commerce is increasingly integrated into content (e.g., TikTok Shop) demanding strategies that blend engagement and direct purchase. The growing impact of viral content driving sales, particularly through platforms like TikTok Shop, highlights the need for brands to embrace shoppable content experiences to capitalize on this evolution.

Turning these insights into actionable strategies is essential. For a free resource on strategically investing in and measuring the performance of upper-funnel 'interest media' channels, check out Fospha's Growth Accelerator Guide here.

Sector Spotlight 🎥

STATIONERY MARKET OUTLOOK

The global stationery market is poised for modest yet steady growth, with a projected CAGR of 1.8% in volume and 2.7% in value from 2024 to 2035, signaling a sustained but measured demand for core paper-based products even amid digitalization. Key consumption centers—China, the United States, and Indonesia—drive nearly one-third of global demand, while market shifts reveal notable growth from emerging economies like the Philippines and Nigeria, offering strategic export and partnership opportunities for marketers focused on international expansion.

For marketing professionals, the report highlights the importance of diversifying product portfolios and targeting high-growth import markets with specialized offerings such as registers, account books, and exercise books—segments that capture the largest import and export shares globally. Marketers should leverage data-driven insights to optimize supply chains, exploit pricing differentials, and tailor go-to-market strategies for the evolving global landscape, ensuring brand resilience and maximizing opportunities in both mature and developing markets.

PRODUCT LAUNCH STRATEGY

Piinklemon.in’s latest launch exemplifies the dynamic potential of strategically timed product releases within the highly competitive stationary and lifestyle sector. With the introduction of new A6 Pocket Diaries in four designs and A5 Hardbound Diaries in four styles, alongside the addition of two A5 Notebooks, the brand leverages limited editions to create urgency—a classic eCommerce tactic to stimulate immediate conversions. The use of “Fresh drops” and “grab yours before they’re gone” language enhances anticipation, while a targeted launch offer of an extra 10% off aligns with best practices for driving initial sales velocity.

For marketers, the emphasis on exclusive designs, coupled with a clear call to action and time-sensitive deals, is a proven strategy for both acquisition and retention. Integrating such scarcity-driven campaigns with robust digital channels demonstrates how even niche lifestyle brands can maximize ROI by amplifying product desirability and compressing the purchase decision cycle.

STATIONERY INNOVATION

Hobonichi Techo's 2025 lineup stands out for strategically blending functional design, emotional resonance, and brand collaborations—an approach that showcases the power of a detailed, user-centric product ecosystem. By leveraging iconic franchises like Paddington and ONE PIECE, as well as contemporary illustrators, Hobonichi creates a differentiated product suite that marries product utility with storytelling and collectibility, offering marketers a masterclass in leveraging cultural capital for brand elevation.

The modular, accessorized planning tools and stationery lines—from pouches and customizable albums to playful frame stickers—demonstrate an acute awareness of consumer behavior, encouraging repeat engagement through personalization and continuous product use. This interconnected ecosystem drives loyalty and sustained consumer investment, making Hobonichi’s eCommerce strategy a compelling model for marketers seeking to fuse emotional branding with practical, everyday utility.

BRAND STORYTELLING

ArtsyLifeStudio transcends the conventional handmade stationery market by positioning its offerings as emotionally resonant storytelling products, tapping into consumer desire for authenticity and personal connection. The brand’s narrative, rooted in the founder’s journey through loss and self-discovery, leverages emotional branding—an approach increasingly critical for differentiation in a saturated eCommerce landscape.

This case study underscores the growing strategic imperative to infuse products with narrative depth and purpose beyond functional value. Brands that communicate with vulnerability and resonate with consumers on a personal level not only foster loyalty but also command premium positioning. Aligning marketing strategies with authentic personal stories can effectively convert emotional engagement into measurable brand equity, signaling a clear path forward for those seeking meaningful consumer relationships in today’s marketplace.

LIFESTYLE BRANDING

Cognitive Surplus positions itself as a niche leader in sustainable, science-themed stationery and lifestyle goods, emphasizing unique product designs such as black paper notebooks, gel pens, and graphic tees that appeal to STEM enthusiasts and creative professionals. The breadth of offerings—including planners, steel bottles, and high-quality writing instruments—showcases a strategic product diversification aligned with both functional utility and aspirational branding, resonating with the growing demand for eco-friendly and intellectually inspired consumer choices.

EVENT STATIONERY EXCELLENCE

The recent launch of Bobwhite’s modeling page presents a compelling case study in brand evolution within the high-end event stationery sector. By revisiting idahomodelingcouple_’s wedding invitations a year after their debut, marketers can draw actionable insights on the strategic power of revisiting past successes as part of a robust content and community engagement strategy. This move underscores the enduring value of well-crafted, experiential storytelling and the role of digital platforms in extending product lifecycle and brand resonance.

SOCIAL MEDIA MARKETING

Capitalizing on consumer demand for personalized experiences, “sea.and.paper” expands its event stationery line with highly sought-after wine envelopes designed to complement the Crimson Ribbon on Bridal Party Proposal boxes. This targeted product pairing highlights a trend in premium customization for wedding-related eCommerce, positioning brands to capture audiences seeking unique and memorable gifting solutions.

BRAND ENGAGEMENT STRATEGIES

Ferris Wheel Press leverages aspirational branding and influencer marketing to engage a creative, design-forward audience. By partnering with digital ambassadors like johanna_and_the_grunlings and offering exclusive discount codes, the brand effectively incentivizes both initial purchase and social sharing, positioning itself at the intersection of luxury, artistry, and community engagement. These initiatives not only drive customer loyalty but also create organic advocacy, encouraging followers to both buy and promote the product within their networks.

The strategic use of community features, such as user-generated content incentives (“Tag us in your reels”), exemplifies best practices in eCommerce and digital brand building. Marketers should note the effectiveness of integrated ambassador programs and social proof in reinforcing premium positioning and loyalty within lifestyle verticals. This approach ultimately increases both visibility and customer acquisition, making Ferris Wheel Press an instructive case in contemporary luxury stationery marketing strategy.

Influencer Corner 📣

Visual Rules to make you stop scrolling. | Juan Campdera

Capture your audience's attention? Visual composition isn't just about making things look good, it's about guiding your audience through your message with purpose. These visual principles act as the foundation for powerful communication, helping you arrange elements in a way that’s eye-catching, aesthetic, and legible.

Video ads aren’t just about audience. They’re about context and timing | ClickZ.com

At POSSIBLE 2025, Gary Mittman, CEO of KERV.ai, joined Anna Peggram to explain why shoppable video is finally getting real traction and what needs to change in how we measure engagement. Key takeaways:

1. Stop guessing attention. Track action: Clicks, scans, and interactions matter more than inferred “attention.” Measure what people do, not what you think they saw.

2. Context is the new creative: If someone just watched a cooking show, don’t serve them a generic ad. Use real-time content recognition to deliver something relevant and shoppable.

3. AI doesn’t need taxonomies: Most ad systems still use categories built for humans. KERV leverages AI to match creative to content without rigid labels and that’s what makes the experience seamless.

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Optimization Hub ⚙️

BRAND COMMUNITY MONETIZATION

Building robust brand communities delivers measurable impact, with tactics such as member-exclusive product launches, community-led content creation, tiered membership programs, collaborative product development, and monetized events collectively generating over $2 million in revenue. Marketers gain higher customer lifetime value, lower marketing costs, improved product adoption, and sustainable growth by implementing these strategies. Community-focused approaches outperform traditional marketing, offering actionable frameworks for brands seeking authentic engagement and financial results.

INNOVATIVE MARKETING TECHNOLOGIES

APIs streamline email marketing by enabling automation, advanced segmentation, and real-time analytics, allowing marketers to send highly personalized messages and monitor campaign performance efficiently. Integrating robust email APIs strengthens customer engagement and optimizes campaign outcomes while ensuring data security and regulatory compliance.

INNOVATIVE AD TECHNOLOGIES

Google is expanding its CTV advertising through broader partnerships with Netflix, NBCUniversal, Disney, and new integrations with Tubi, Spotify, and Roblox, delivering enhanced reach on major streaming platforms and tentpole events. Marketers now access improved AI-driven tools within Display & Video 360 for precise targeting, custom audience segmentation, automated campaign optimization, and actionable reporting across a dynamic retail media ecosystem. With 98% CTV household penetration and YouTube’s dominant streaming watch time, leveraging Google’s advanced CTV offerings presents a significant opportunity for measurable brand impact and cross-channel campaign effectiveness.

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