Driving customer acquisition and engagement for Amazon
Over the past few years, Acuity has partnered with Amazon-owned Book Depository to develop its brand and create a range of campaigns to drive customer acquisition and engagement.
It's always nice when clients are passionate about what we do!'
The core insight behind many of these has been how readers love to pass on their passion for books, and share it with friends and relations around the world. The challenge was to use this insight to create a number of impactful campaigns that encourage customers to take part and share their love of books with others.
This social campaign was a direct translation of our insight which also tapped into social sharing. We encouraged customers to use the hashtag #bookbestie to connect their friends and family to books they knew they would love too. We also indirectly targeted new customers by placing campaign bookmarks in orders. The bright, fluorescent design encouraged customers to write a message to their book bestie and post it on social media.
Evidence suggests that many children stop reading when they get older - this was something Book Depository wanted to address with an on-site promotion with two aims. The first was to inspire young children's imagination by promoting new authors, whilst the second inspired older children's ambition, with a range of titles that could help them look to the future.
Across the campaign, the aim was to promote positive, nourishing, intelligent titles that would instil a lifelong benefit, and to encourage parents to be selective with books for their children rather than choose the lowest-common-denominator titles that exist.
When challenged to create a set of bookmarks that would inspire creativity and customisation, we came up with an untranslatable words competition. The idea was for readers to share a made-up word that described the feeling of reading a great book, with the chance to win a Book Depository voucher.
To inspire customers we created five of our own words (complete with dictionary definition) and connected with Book Depository’s 59,000 followers on Instagram.
The results were fantastic, with hundreds of untranslatable words entered. These we then used as banners on the site to keep up the momentum and encourage further engagement and participation.