Category: Best Use of Social Media Marketing
Advertiser: GANDHI BOOKSTORES
Product/Service: BOOKSTORES
Agency: OGILVY MEXICO
Date of First Appearance: Feb 8 2010 12:00AM
Entrant Company: OGILVY MEXICO, MEXICO
Entry URL: http://200.52.76.195/gandhitweetlibros/en/index.html
Vice President/Creative Services Director: José Montalvo (Ogilvy México)
General Creative Director: Miguel Angel RuĂz (Ogilvy MĂ©xico)
Creative Director: Abraham Quintana Garay (Ogilvy MĂ©xico)
Creative Director: Carlos Holcombe (Ogilvy MĂ©xico)
Art Director: Jaime GonzĂĄlez (Ogilvy MĂ©xico)
Art Director: Mario Flores (Ogilvy MĂ©xico)
Motion Designer: Ricardo GarcĂa (Ogilvy MĂ©xico)
Copywriter: Michael SĂĄnchez (Ogilvy MĂ©xico)
Copywriter: Said PĂ©rez (Ogilvy MĂ©xico)
Copywriter: Gonzalo Fragoso (Ogilvy MĂ©xico)
Copywriter: Osiel DĂaz (Ogilvy MĂ©xico)
Digital Strategy Director: Luis Falconi (Ogilvy MĂ©xico)
Project Manager: Paula Bochides (Ogilvy MĂ©xico)
Account Director: Paola Mayoral (Ogilvy MĂ©xico)
Media placement: Social Networking Invitation - Twitter - 08 February 2010
Media placement: Social Networking Invitation - Facebook - 08 February 2010
Media placement: Social Networking - Twiiter - 30 March 2010
Results and Effectiveness
It was an immediate success:
- Before the launch, the search on Google for the word 'tweetlibros' ('tweetbooks' in english) came up with 0 results. Today, more than 9,500 results appear.
- On the launch day alone, the microsite had more than 4,000 visits.
- The case has been reviewed, commented and analysed in more than 50 websites âblogs, podcasts and discussion forums worldwide. Among them, DOMMO, the most recognised digital and communications podcast in Mexico.
- Before Tweetbooks, Gandhi Bookstoresâ account on Twitter had 2,300 followers. Today, it has more than 10,000 and counting.
Creative Execution
First, avatars and Twitter accounts were created for each one of the 13 book characters. Then, Gandhi Bookstores (GB) launched an invitation through its Twitter and Facebook accounts.
So, each character started to tweeted its part of the story and, tweet-by-tweet, they narrate the complete story. Each tweet was written using Twitterâs common language, and to enrich the experience even more, Twitter tools were used, such as Twitpic, where characters linked pictures, and Formspring, where people made questions to them.
Also, a microsite was created where users could understand, step by step, the whole idea, and add, from there, or from Twitter, the characters list.
For the Little Prince by Antoine de SaintâExupĂ©ry Tweetbook, 13 characters were created, 600 tweets were written, thousands of re-tweets were provoke and more of 9,000 followers were added.
Insights, Strategy & the Idea
Gandhi Bookstores (GB) has always found innovative ways of bringing people closer to books, in a country, like Mexico, were people reads 0.5 books per year. Faithful to its strategy, and with no media investment, this time GB decides to take advantage of the Internet, just where the audience lives.
Instead of make a traditional online campaign, GB decided to be in social networking: Twitter. So GB created âTweetbooks': Read a complete book following its characters through your Twitter timeline.
The first book of a series: The Little Prince by Antoine de SaintâExupĂ©ry.