Submitted by YKONEAgency IPI Score 84/100

reMarkable Design for Focus

Influencer Marketing

YKONE cast 29 creators across five markets to turn real Paper Pro use into social proof, reporting 732M impressions and a 5.5x return on investment.

732MImpressions
2.9MInteractions
5.5xReturn on investment

About the campaign

reMarkable needed to build awareness and desirability for its Paper Pro and Paper Pro Move across Germany, the US, Canada, the UK, and France, making a niche distraction-free tablet feel relevant to mainstream workflows. A premium, single-purpose paper tablet competes for attention in crowded productivity feeds, so its utility had to be shown rather than claimed. YKONE's read was that digital overload is reshaping modern productivity, and that showing the device inside real work routines lets audiences project it into their own day, turning product utility into social proof.

The answer was Design for Focus, a curated ecosystem of lifestyle, tech, and professional creators integrating the tablet into authentic daily scenarios, timed to cultural moments like New Year resolutions and festive gifting. YKONE cast 29 creators, including Justin Tse, Ryan Tu, and Ben Taylor, to cover the funnel from awareness to consideration. They produced 139 posts across TikTok, Instagram, and YouTube, weaving the Paper Pro and Paper Pro Move into note-taking, planning, meetings, and creative work, while reMarkable cross-posted selected content on its own channels.

The program worked because ordinary routines communicate utility faster than specifications, and local cultural moments gave the five-country rollout relevance. YKONE reports 732M impressions, 2.9M interactions, and a 5.5x ROAS, though all figures are agency self-reported from its own portfolio page and not independently verified, with no measurement methodology, media spend, or launch date disclosed.

Case in 60 seconds

reMarkable needed to build awareness and desirability for the Paper Pro and Paper Pro Move in five markets, making a niche distraction-free tablet feel relevant to mainstream everyday workflows.

In a context of digital overload, showing the device inside real work routines lets audiences project it into their own workflows, turning product utility into social proof.

Design for Focus: a curated ecosystem of lifestyle, tech, and professional creators integrating the paper tablet into authentic daily scenarios, timed to cultural moments like New Year resolutions and festive gifting.

29 creators produced 139 posts across TikTok, Instagram, and YouTube, with YKONE handling casting, artistic direction, creative guidelines, campaign management, and reporting, and reMarkable cross-posting selected content on its own channels.

YKONE reports 732M impressions, 2.9M interactions, and a 5.5x ROAS. All figures are agency self-reported and not independently verified.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Professionals and productivity-focused consumers across Germany, the US, Canada, the UK, and France, from mainstream lifestyle audiences through to tech and professional niches.
Digital overload is reshaping modern productivity, and notetakers on conventional tablets have to work around distracting apps and alerts.
A premium, single-purpose paper tablet is a niche device competing for attention in crowded productivity and tech feeds, so utility had to be shown rather than claimed.
Position reMarkable as an essential tool for focus-driven workflows and everyday creativity, proven through real usage rather than advertising claims.
When creators integrate a device into recognisable routines, note-taking, planning, meetings, creative work, audiences can easily imagine it in their own day, which moves them from awareness toward consideration.

Creative & Execution System

Assets & channels

  • Short-form creator video on TikTok
  • Instagram creator content
  • YouTube content including Shorts
  • Cross-posts on reMarkable's own social channels

Partners

  • YKONE (influencer booking and casting, artistic direction and creative guidelines, campaign management and reporting)

Participation mechanic

  • Creators integrated the Paper Pro and Paper Pro Move into real scenarios: note-taking, planning, meetings, creative work, and daily productivity routines

Creator role

  • 29 creators spanning lifestyle, tech, and professional profiles, including Justin Tse, Ryan Tu, and Ben Taylor, cast to cover the funnel from awareness to consideration

Results & Evidence

MetricValueResult typeConfidence
Impressions732MreachAgency reported
Interactions2.9MengagementAgency reported
Return on investment5.5xcommercialAgency reported

Why YKONE's strategy worked

  1. 1

    Showing a niche device inside ordinary routines, meetings, planning, note-taking, communicates utility faster than leading with specifications.

  2. 2

    Casting across lifestyle, tech, and professional profiles lets a single campaign work the full funnel from awareness to consideration.

  3. 3

    Timing activations to market-specific cultural moments, New Year resolutions, festive gifting, gives a five-country rollout local relevance without separate creative platforms.

  4. 4

    Cross-posting creator content on the brand's own channels extends reach beyond the creators' audiences at low incremental cost.

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