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: 

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: 

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. 

Slow tech and emergency communication for crisis situations 

THE CHALLENGE

OxyGEN emerged in the midst of the pandemic, so it was crucial to support the project in a multidisciplinary way to ensure its success. Promoting OxyGEN in the media aimed to gain recognition to accelerate the approval process, allowing the device to reach hospitals as quickly as possible. 

STRATEGY

The coronavirus crisis created an overload of media information, so it was crucial to make OxyGEN stand out among the flood of news and initiatives. We relied on three pillars of action: 

RESULTS

Through in-person and phone interviews with major media outlets, and the distribution of press releases during the device’s presentation and approval process, we achieved very positive results: 

LF Channel participated pro-bono. 

Connecting neighbourhoods and accelerating growth – hitting the ground running in Spain 

Entering a cultural context very different from the United States, Nextdoor, the American platform that connects neighbours within the same community, partnered with LF Channel for its launch in Spain. In just one year, Nextdoor went from being completely unknown to establishing itself as the digital meeting point for local communities across the country. Rapid user sign-ups provided immediate momentum and laid the foundation for sustained long-term growth. 

THE CHALLENGE

Nextdoor entered Spain with no brand awareness, no active users, and no local partnerships. The challenge was to create trust and visibility in a saturated app market while adapting the value proposition to the Spanish neighbourhood culture. The goal was to demonstrate that Nextdoor could connect real people in real communities, activate neighbourhoods, and drive early adoption to establish the critical mass necessary for sustained growth. 

STRATEGY

LF Channel designed an integrated communications strategy combining corporate messaging, consumer PR, and social storytelling, focused on transforming purpose into adoption. 

RESULTS

Making digital privacy relevant for the Spanish mass market 

Avast partnered with LF Channel to solve a critical business problem in Spain: most of the population was unaware of internet privacy risks and therefore didn’t use security software—much less paid versions. 

THE CHALLENGE

Without critical mass of users in Spain, the operation wouldn’t be profitable. And without reaching beyond the niche of expert users—already saturated—Avast couldn’t scale its business in a market with enormous growth potential. 

STRATEGY

We designed a 360º campaign under the creative concept #AcceptAllCookies that translated a complex technical topic (digital cookies) into something everyday and understandable (sweet cookies), eliminating entry barriers for non-expert audiences:   

RESULTS

Business impact: 

• Measurable increase in Avast software downloads in Spain following the campaign.
• Successful expansion beyond the tech audience: the campaign made digital privacy accessible and relevant for the Spanish mass market.
• Positioning as reference brand in digital protection for the general public, not just experts.

Visibility and engagement impact: 

The real value:

LF Channel didn’t just execute a creative campaign—we solved a fundamental business problem for Avast. By converting an intimidating technical concept into something accessible and relevant, we opened the Spanish market beyond the niche of technology experts. The campaign translated visibility into actual product adoption, creating the critical mass of users that Avast needed to make its operation in Spain profitable and scalable.

Maintaining leadership in a transforming telecommunications market 

Nokia partnered with LF Channel to position itself as a leader in 5G, connectivity, automation and smart cities in a highly competitive market with limited resources in Spain. Leveraging our strategic expertise and knowledge of the media ecosystem, we transformed the brand’s presence: we opened access to the most influential experts, activated key opportunities during the Mobile World Congress and achieved national television visibility for local projects.  

THE CHALLENGE

The challenge was clear: without consistent presence in the conversations that mattered—those where strategic alliances were forged and trusted providers were defined—Nokia could be relegated behind more visible competitors, regardless of its technology quality. All this, with limited resources allocated to the Spanish market. 

RESULTS

We designed a “selective high-impact presence” strategy to maximize the return on every euro invested in actions that make a difference. Rather than saturating the market with product news, we focused on positioning Nokia as the authoritative voice that business and government decision-makers would consult before making strategic decisions. 

Three coordinated lines of action: 

RESULTS

Since 2017, Nokia has maintained its position among the most relevant providers in the Spanish telecommunications infrastructure market, protecting its market share during a period of intense competition and sector consolidation. 

The real value:

In a market where visibility translates directly into invitations to negotiation tables and provider selection processes, Nokia maintained its seat at the conversations that matter—protecting millions of euros in business potential.