Editions Points: LIVE TWRITING

Credits & Description:

Category: Media, Arts and Entertainment

Advertiser: EDITIONS POINTS

Product/Service: PUBLISHING HOUSE

Partner/Executive Creative Director: Anne de Maupeou (Marcel)

Partner/Executive Creative Director: Véronique Sels (Marcel)

Partner/Executive Creative Director: Sébastien Vacherot (Marcel)

Creative Director: Eric Jannon (Marcel)

Creative Director: Dimitri Guerassimov (Marcel)

Author: Christophe Paviot

Community Manager: Simon Cachera (Marcel)

Managing Director: Emmanuelle Vial (Editions Points)

Marketing Director: Catherine Lauprêtre (Editons Points)

Account Supervisor: Michel Kowalski (Marcel)

Account Manager: Cécile Henderyckx (Marcel)

Director (case): Maxime Tibay

Media placement: Social Media - Twitter - 28 March 2011 During 10 Days



Summary of the Campaign

Young people read less than ever. Statistics showed that the increase of time spent on Internet and particularly on social media, was matching with a decrease of time spent on other media, but also on activities like reading books.

The objective for Editions Point, a major French publishing house, was to find a specific way to become desirable to them and start building a lasting relationship with a particular target audience. The goal was to interest new customers and show them that literature can be interesting to them.

To reach the target, we have chosen to literally connect young people to the brand by going where they spend most of their time: social media.

We wanted to use social network in a unique and specific way. So we’ve asked Christophe Paviot, a French author who has already published 7 successful books, to write his new story on Twitter -sentence after sentence and tweet by tweet - at the pace of his imagination. So readers can read the book in real time while the author is actually writing it, allowing each individual to live his creative process LIVE.



The Situation

The campaign was targeting young people who have lost interest in literature or haven’t had the chance to read a book that could give them the taste to become regular readers. We found an opportunity in social media to directly reach a target that was more difficult to approach with a traditional media campaign. Twitter, being all about writing and reading, was the most relevant platform for a publishing house to introduce and promote a book written LIVE, sentence-by-sentence from the author: a thriller full of suspense.



The Goal

The goals of the campaign were to draw enough followers on our Twitter page to engage a relationship with the target and learn more about them. This would be made possible by the nature of Twitter itself and its tweet and re-tweet process, allowing followers to comment at anytime. As a new experience in professional literature and real time publishing, we had difficulties knowing what to expect, even though we were hoping for a minimum of 5,000 followers; this represented a good number regarding Twitter users registered in France. (Numbers of followers went up to more than 15,000).



The Strategy

The strategy of the campaign was to fully use the nature of Twitter itself.

It was corresponding exactly to our need of reaching the young people who spend hours on social media. It was also the one and only one relevant social media allowing us to do what we usually do professionally on paper: publish stories.

We also chose an author talented and experienced enough to write a thriller to ignite suspense and make our target wait impatiently for the next line.

The Live Twriting campaign was also strategic by showing the target the brand’s ability to understand and adapt itself to their life style.



Execution

Prior to the event, we sent detailed information about the upcoming campaign to targeted bloggers, magazines and to websites mostly visited by young people. A week later, we asked our author to start twriting LIVE. We followed him for a few days in Paris and even filmed him sending his thriller, sentence-by-sentence on Twitter. We then posted the videos on social media. At this time, the number of “Followers” began to increase dramatically.



Documented Results

-A story written in 10 days in real time via Twitter

-14,400 minutes of twriting for 183 tweets

-More than 15,000 followers

-96 articles on blogs

-2,500 re-tweets

-1,600 shares on social networks

-+50% connections per day to the brand website during the campaign



The tweet and re-tweet process allowed the brand to know much more about the target and gave the chance to engage in a relationship, bringing young people to the publishing house website and promoting books that could interest them.



Please google “LIVE twriting” to get more details on media coverage and followers.