March 2020

CNA is a household name with close on 170 stores countrywide, offering a full spectrum of stationery across scholastic, home office and fashionable on-trend items. In addition, there is a renewed focus on arts & crafts as well as education across all stages and ages.


The brief was for us to partner with CNA to help maintain the retailer’s position as South Africa’s favourite stationery store by developing engaging, impactful and emotive-driven social media marketing and content across various platforms. Another imperative was to ensure consistency in the tone, messaging and alignment to the CNA brand and CI guidelines throughout – something we were already familiar with, having created previous collateral for CNA and collaborated with their marketing team on other projects.


Our goal was to create engaging social content, as well as help integrate social media activity into other marketing plans, promotions and social campaigns. This included social media imagery development, scheduled posting according to a pre-approved and dynamic on-going social media calendar as well as social media content writing across each chosen channel (ie: Facebook, Twitter and Instagram). Another aim was to grow CNA’s social audience and follower base and provide insights and regular reporting to help gauge audience reach and overall engagement with the CNA social brand as a whole.