Wacom For Education: Shaping the Brand Towards the Education Sector in Southern Europe
Wacom, a global leader in interactive displays and pen tablets, partnered with LF Channel to redefine and steer its brand towards the education and remote work segments in Spain, France, and Italy. More than a simple campaign, this project represented a strategic approach by Wacom in the field of education.
CHALLENGE
Wacom faced the major challenge of repositioning its historically professional design-focused brand to new audiences —education, students, and remote work environments— with messages adapted to each market while respecting local particularities.
STRATEGY
LF Channel implemented a 360º strategy to shape the new brand direction, with three main pillars:
Phase 1
Strategic Brand Orientation
Communicate the “Wacom for Education” vision as the core of the value proposition and reinforce its positioning in digital education solutions.
Phase 2
Local Execution Across Three Markets
Native teams in Spain, France, and Italy adapted messages and activated media, influencers, and relevant events in each country.
Phase 3
Multichannel Activation
Press office, product events, influencer campaigns, and sponsored content, all designed to generate awareness, build trust, and highlight the brand’s value proposition against competitors.
RESULTS
The new “Wacom for Education” orientation allowed Wacom to begin being recognized not only in design but also as a brand with a real impact in education and remote work. Media-wise, in 6 months:
Product reviews
Press articles
Interviews managed with key media
Long-term Collaboration and Strategic Impact
For over 20 years, LF Channel has worked with Wacom, building a relationship of trust, initially in Spain and, in recent years, extending its methodology to France and Italy. Thanks to this partnership, Wacom has achieved a unified but locally adapted positioning, building a coherent and relevant voice that enables it to connect with new audiences and strengthen its strategic role in Southern Europe.
