HARPERCOLLINS INDIA / SUMMER CAMPAIGN CASE STUDY

HARPERCOLLINS PUBLISHERS INDIA / SUMMER CAMPAIGN CASE STUDY

Brief:

In 2021, reading has become a habit of the past. With smartphones and ready to consume content on OTT platforms and a derelict attention span across ages owing to working remotely and juggling life's own set of complexities, keeping up a reading habit was facing stiff competition.

HarperCollins India wanted to encourage people to pick up a book this summer. But how?

Strategy:

HarperCollins has a sizeable presence on social media with a healthy interaction rate across formats. Taking a fresh, editorial, custom-made look at the content being put on these handles gave us an opportunity to create a sense of belonging for all kinds of readers and peak engagement.

Creative solution:

We decided to go:

- From book focussed to community focussed

- From information heavy to engagement heavy

- From one-off engagement to everyday moments of delight

- From one book to the next, to consistently HarperCollins

'Bookish Feat' - 10 second IG reels that turn individual book titles into content pillars

'Ask The Author' - a content bucket that satisfies the curiosity of readers by answering questions related to their favourite books and create conversations around reading and the brand.

'Show Of Hands' - a conversational, engagement device that talks to readers about their likes/dislikes, preferences, favourites, etc to drive week on week engagement spikes.

'Dedicated to' - Decoding the mystery behind authors' dedications, in order to build a resonance of their work and journey and make them more relatable with readers.

'Summer Haikus' - a perfect ice breaker for a conversation around books

'Lines So Fine' - a UGC curated batch of content where people share their favourite lines from a book

'Midsummer Mix' - pairing summer delights with reading delights (audiobooks) this summer!

'Distractions made E-asy' - A cheeky content series that instead directly asking people to read, asks them to do all the other things that are now made easier because of Ebooks. Puts out HarperCollins as a brand with a sense of humour and also someone who sympathizes with its audience.

'This is how we do it' - a content bucket that highlights the unique rituals readers have, and in turn, creating some fun, brand love content that resonates with the audience. After all, a reader loves to know that they're among like-minded people!

'Read between the lines' - Through an engaging meme format, we bring out the different, multiple and often thought provoking exploratory facets a book might have. Harping on a sharp, universal insight like this cuts resonance with our readers and tells them that we're as serious about reading as they are.

'A book can do that' - a content bucket that promotes individual titles as a variety of other habits and things people resort to, instead of reading a book. This increases brand recall for HarperCollins and puts it out there as a trend setter.

'Live a double life' - promote the insight that reading a book means living the lives of all characters in them. Not only does this add to the notion that reading adds a spark to life; it also creates a unique recall for brand HC.

'Inventions for Readers: A Catalogue' - a content bucket that explores the most quirky and outrageous products a reader could wish for, and use it to engage with the audience and spark curiosity within our TG about HarperCollins.