Choosing a book is art. In order to choose what to read next, we read opinions, ask friends, follow readers’ comments on social networks.Therefore, all of us need a personal book adviser in the world of books that will teach us the art of selecting a book.
Little Prince was selected as the central figure for the campaign. The choice was made due to the fact that the trend in social networks in Armenia is to ask for the Little Prince advice to learn different skills. For example, “Little Prince, teach me the art of avoiding work,” or “Little Prince, teach me the art of patiently answering questions.”
The tour was implemented with a variety of tools:
We have done various interactive and informative publications where the Little Prince advised books for different genders or different age groups.
We had a publication that broke the records without even running an AD on it.
The main communication with the users has been done on the messenger platform, as the book consultation is interactive and personal.
To make the campaign even more effective, a messenger bot has been integrated into the page, the bot was offering books to users according to their preferred genre.
We had advertisements targeted at different principles:
Ads targeted to people of different ages.
For example, “Are you 25? This book is what you NEED to read.
Advertisements targeted to friends who have friends that are born the next month. The goal is to present the book as a birthday gift.
The campaign was running for 1 month.
Overall, we have had the following results: