Cluun .
- Content Strategy
- Content Management
- Digital Reputation
- Optimizing revenue models
- Building Digital Wealth
- Digital Innovation
Cluun .
Kluun, known for bestsellers such as “Komt een vrouw bij de dokter”, has built an impressive career with books that have millions of readers. Although his work is mainly popular with an audience of 45 years and older, Kluun also wanted to actively appeal to a younger audience. In addition, Kluun wanted to continue to position himself as an innovative writer who follows trends and explores new media channels.
The challenge
Kluun faced a dual challenge: how to reach a younger audience while retaining his current readers? His desire to continue positioning himself as an innovative author also brought new issues with it. He wanted to draw attention not only to his latest book, Help ik heb een puber , but also to his theater tour and writing courses. This required a strategy that combined both traditional and modern marketing channels in a fresh and effective way.
Our approach
To achieve Kluun’s goals, we designed a strategy that focused on creativity and innovation. As a spearhead, we chose TikTok, a platform that is ideally suited to reach young people. We introduced Kluun as the first Dutch bestselling author on this channel and developed humorous and interactive content concepts around “ Help I have a teenager” . These videos varied from book tips to Q&As and sketches, which led to a direct dialogue with young people and strong growth in terms of visibility.
In addition to TikTok, we strengthened Kluun's presence on Instagram and LinkedIn, where storytelling played an important role. For Help ik heb een puber we even set up a separate Instagram account, specifically aimed at young people and their parents. Through specific campaigns and a strong focus on creative storytelling, we were able to reach both target groups effectively. Our data-driven approach combined creativity with strategic thinking, where we were able to involve both parents and adolescents themselves in the campaign.
Results and added value
The collaboration with Kluun yielded impressive results that not only strengthened his brand, but also renewed his audience. The launch of “ Help I have a teenager” was a great success, with creative campaigns ensuring that both parents and young people responded enthusiastically. This approach was even awarded an Effie Award , a prestigious recognition for strategically strong and impactful marketing campaigns.
Kluun’s social media channels showed consistent growth, with TikTok playing a key role in attracting a younger audience. Furthermore, the partnership created new revenue models, such as writing workshops, which allowed Kluun to further expand his creative reach. This innovative approach not only allowed Kluun to engage a young audience, but also to strengthen his position as an author and creative entrepreneur.
Kluun's case shows that daring and innovation in marketing pays off. By embracing new channels and specifically targeting different target groups, he managed to renew his brand and create a strong connection with his audience.
Do you, like Kluun, want to reach a new target group and strengthen your brand? Then contact us .
Mission
NXTLI is a marketing agency specializing in combining data, AI and content. We help organizations build valuable relationships with their audiences and increase their digital growth and impact.
With the pillars of AI, Business, Content and Data, we develop smart strategies and solutions such as scans, growth programs, marketing dashboards and AI colleagues.
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