Challenge
As Tunisia's first papeterie and copybook brand, Selecta wanted to make a strong emotional and cultural connection with Gen Z and students, while also evoking nostalgia in older generations reminding them of the value of paper in an increasingly digital world.
Execution
Collaborated with 30+ creators from different age groups and styles
Produced and distributed original content across TikTok, Instagram, and Facebook
Focused on blending humor, emotional appeal, and lifestyle content relevant to back-to-school culture
Solution
We crafted a cross-platform campaign that blended modern Gen Z content styles with storytelling that highlighted the emotional and tactile experience of notebooks, studying, and school memories. The strategy included both content creation and a massive influencer activation across TikTok and Instagram.
Results
4 million+ organic views across platforms
9% engagement rate, demonstrating deep resonance with the audience
Elevated Selecta's image as a heritage-meets-modernity brand, owning its space as Tunisia's go-to school supply icon