Case Studies

Oxford’s “Back-to-School” Campaign in Germany with masterplan media and Rakuten Advertising

Elevating brand engagement through strategic media placement

The Results

The collaborative efforts of masterplan media and Rakuten Advertising drove impressive results:

2.3

million targeted impressions

39%

point increase in purchase intent

About the Brand

Oxford, a Hamelin GmbH brand and stationery industry leader, blends traditional handwriting with digital innovation, transforming writing experiences. As the first in its industry to earn the EU Ecolabel, Oxford is committed to sustainability, offering superior, eco-friendly products.

masterplan media designs media strategies for brand management in the digital age. Holistic, powerful and effective. The agency stands for a seamless transformation of media expertise into marketing and communication strategies. The owner-managed, independent media agency was founded in 2012. Today, Carsten Riemann-Kafsack leads the team of almost 20 consultants, which is based in an old forge in Hamburg’s Stadtpark.

The Story

As the school year approached, Oxford aimed to boost its market presence in Germany for the crucial back-to-school shopping season. Hoping to target mothers of children up to 12 years old, the campaign highlighted the superior quality of Oxford’s products, especially the Optik Paper+ range. The challenge was compounded by a short shopping window and advertising saturation.

In response, Oxford collaborated with masterplan media and Rakuten Advertising to devise a bespoke strategy that would effectively resonate among the target audience, cut through the clutter of advertising, and make a significant impact on consumers.

The Rakuten Advertising Solution

Rakuten Advertising developed a custom strategy for Oxford using its CTVision+ ecosystem, ensuring optimal exposure and broad reach.

Unmatched scale with CTVISION+

Oxford leveraged Rakuten Advertising’s CTVision+ to achieve precise targeting and significant scale. By accessing a unified ecosystem of premium publishers and partners, the campaign reached a broad audience across all devices, ensuring seamless delivery of targeted messages.

Layered campaigns for maximum impact

The campaign utilised Rakuten Advertising’s owned and operated platform, including the Rakuten TV Family Channel, to deliver a layered approach. This featured continuous static branding through a full-screen Homescreen Background banner, alongside pre-roll and mid-roll video ads. This ensured high engagement with targeted messages, achieving an average frequency of 3.21 impressions per unique user.

Comprehensive ad reach

Rakuten Advertising’s strategic use of CTVision+ extended Oxford’s advertising reach, delivering over 2.3 million impressions across popular streaming platforms. This strategy was finely tuned to the Mother of Kids and family demographic, optimising both attention and recall through an exclusive mixture of creative ad formats.

The smart Oxford Back-to-School campaign, executed by Masterplan Media and supported by Rakuten Advertising’s strategic placements, delivered outstanding results. We are thrilled with the strong outcomes for our brand

Ulrich Kunert
Head of Marketing at Hamelin GmbH