Category: Best use or integration of user-generated content
Advertiser: PENGUIN BOOKS INDIA
Product/Service: PENGUIN BOOKS
Agency: FUTURIST
Creative Director/Copywriter/Art Director/Photographer: Ranadip De (Futurist Singapore)
Creative Technologist: Edwin Tam (Futurist Singapore)
Art Director/Graphic Designer/Illustrator/Editor/Sound Designer: Suhaimi Sadan (Futurist Singapore)
Photographer: @ranadipde
Photographer: @jbyork
Photographer: @sheshines
Photographer: @kalyani9
Voice Over/Sound Engineer: Evan Roberts (The Gunnery)
Media placement: Digital - Instagram - Feb 16, 2012
Campaign Description
The problem: The printed word now competes against videos, blogs, tweets, and online news. How can Penguin Books stay relevant to a digitally savvy, attention strapped audience?
Effectiveness
The insight: Humans are social animals, more precisely social media obsessed animals, who love consuming byte-sized web content on the go.
The solution: We engaged consumers by creating a stealth social media campaign on Instagram, a relevant content platform and a fresh take on branded content & entertainment.
Instagram is a photography app with over 25m users, the world’s largest mobile only social network.
We post artistic photographs and passages from books. Since people visualise what they read, Instagram was perfect.
How it works: Every photo is accompanied by relevant copy, added through the ‘Comments’ section.
By reminding people of the power and beauty of the written word, whilst encouraging some to buy the book, via the penguinbooksindia.com link.
(In phase 2: We’ll begin to push our content through our Facebook and Twitter accounts, for more synergy and impact)
Implementation
PLEASE REFER TO THE RESULTS FOR THIS ANSWER.
Outcome
As of March 25: Though a ‘slow burn’ campaign, initial numbers are promising, inspiring a high level of user engagement- 1) 12% of early followers have ‘adopted’ our idea, of pairing words & images. Demonstrating virality. 2) Word of mouth, the best PR, is spreading the word and growing numbers. At an average of 18.5 new followers per day. Currently: 801 followers. 3) A high level of consumer interaction. Generating more than 20 comments & an average of 165.5 likes per photo! Total: 8,401 likes. 4) The idea has inspired followers to collaborate. Morphing from a single content creator blog into a Crowd Sourced project. 5) Perhaps the world’s first campaign tailored to run on Instagram, every day, with a total Media Spend of US$0.