‍The Briefing

Club has long been a beloved destination for Belgian shoppers, offering more than just books and stationery. Yet, in the fast-evolving digital marketplace, its emotional connection with customers began to wane. Short-term, product-centric campaigns, though effective, missed the depth needed to build lasting relationships. Enter AddRetail, a trusted partner with a fresh vision: to rekindle the emotional bond between Club and its customers, nurturing a year-round relationship through heartfelt storytelling and community-building efforts. The mission was to create an enduring connection—one that would transform every interaction into a moment of shared affection for books.

The Story

True love isn’t a fleeting moment—it’s a commitment. In 2024, Club, with AddRetail as its creative partner, set out to craft a strategy that wasn’t about quick wins, but about cultivating real intimacy and connection. Through the magic of storytelling, Club aimed to make its customers feel cherished at every touchpoint.

At the core of this strategy was a cast of beloved characters. We used Club’s logo as a bunch of whimsical owls, who took on the role of emotional messengers, bridging the gap between product and personal experience. From two owls curled up with a romantic novel on the beach to parents preparing for a school year filled with creativity, every campaign became a story, rich with moments that customers could see themselves in.

These stories weren’t just about products—they were about emotions. They brought joy, sparked memories, and deepened connections readers have with their books and or reading moments. Customers didn’t just browse; they connected with a narrative that reflected their passions and joys. And the results? Google revenue soared by 180%, and Meta revenue tripled, proving that when storytelling is at the heart of your strategy, the results can be magical. Costs dropped as well, with Meta’s cost per acquisition halving, a clear indicator that love, when shared authentically, doesn’t need to be expensive to spread.

But beyond the financial success was something deeper: an emotional bond that had been rekindled. Club transformed from a place to buy products into a place to create moments, memories, and connections. Each visit wasn’t just a transaction—it was a relationship, built on trust, care, and shared experiences.

In the end, this campaign wasn’t just about numbers; it was about a love story. One that rekindled old flames, created new passions, and built a foundation for lasting connections. Club had proven that when love is at the core of your strategy, customers don’t just shop—they come back, time and time again, to be part of the story.

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