Change perception, broaden horizons. A digital strategy to transform Ciaco’s image.
Ciaco is a local cooperative, established in Louvain-la-Neuve since its inception, known for its stationery, but its offerings extend far beyond: bookstore, fine arts, luggage, gift ideas. In 2025, the challenge was to transform this reductive perception to reveal the richness of the brand and strengthen its role in the local life of residents and students.
Challenges
- Overcome the image focused on student stationery.
- Establish a clear and coherent digital strategy throughout the year.
- Adapt the messaging to different target audiences: parents, students, and creatives.
Approach and implementation
We built a digital communication platform structured around differentiated messages, allowing us to speak appropriately to both parents and students.
This strategy was deployed across several channels – Meta and TikTok – to combine broad reach and proximity with audiences.
Finally, a rhythmic content dynamic, particularly with video, helped establish a strong, regular, and memorable presence with the different target audiences.