Advertiser: GANDHI BOOKSTORES
Agency: ANÓNIMO
Category: Retail and E-Commerce, including Restaurants
Advertising campaign: INSTAGANDHI
Copywriter: Carlos Allec (Anónimo)
Copywriter: Alan Marín (Anónimo)
Copywriter: Alex Rodríguez S. (Anónimo)
Creative Director/Head Of Art: Jorge Méndez (Anónimo)
Art Director: Mariana Gutiérrez (Anónimo)
Copywriter: Jesús García (Anónimo)
Copywriter: Rodrigo González (Anónimo)
Vp Creative Services: Pepe Montalvo (Anónimo)
General Creative Director: Rafael Martínez (Anónimo)
Copywriter: Silvia Avalos (Anónimo)
General Creative Director: Tino Vélez (Anónimo)
Creative Director: Arturo Castilla (Anónimo)
Digital Creative Director: Carlos E. Ramírez (Anónimo)
Copywriter: Ray López (Anónimo)
Copywriter: Aldo Chávez (Anónimo)
Art Director: Josúe Salas (Anónimo)
Strategy
Gandhi Bookstores is always looking for new ways to encourage people to read. And for Mexico, a country with one of the lowest reading rates in the world, any media is a good opportunity to get people to read. In the other hand, social networking is one of the main channels the brand uses to maintain communication with their potential customers. And in 2012, one of the most popular and trendy social networks within our target was Instagram.So this was a new opportunity to lead users to engage with the brand in a new and trending media.But, how did a bookstore, whose main objective is to get people to read would fit in a completely visual and photographic social network?By writing photos.
Effectiveness
In few weeks, the brand's Instagram account increased their followers from 0 to more than 6,000.More than 83% of the total community interacted with every publication with an average of 1,000 likes per photo. Many wirtten photos were published in design and reading specialized blogs.Over 1800 users created their own versions of the photos.The total cost of the implementation: $0
Execution
First, we created the Gandhi Bookstore's Instagram username: @librerias_gandhiThen, we created written versions of the most popular and cliché photos in Instagram: The typical "Caramel Machiatto Venti shot" or the "Girl in her room, doing the duck face in front of a mirror" or even the classic "Spectacular sunset with a tree shadow in the back". All this in a written version.Everything was done using the well-known brand graphic identity so people could instantly recognize the brand message.The idea was covered by different blogs and media and then people started to create their own written photos. After seeing this reaction, we decided to invite them to form part of the campaign using the hashtag "#photosparaleer".More than 10,000 photos used the hashtag within the first week and the best ones were chosen to be published in the brand's official Instagram account.