Social and Brand Strategy
Art Director: India Pearman
Copywriters: Jenny Kim and Hannah Glickenhaus
Brand: Penguin Books
Penguin Books is a British publishing company that was founded in 1935. Most of the books we read are published by this company and they proudly represent talented writers.
Request and Objectives
(From Young Bloods D&AD Creative Briefs)
Request
Create a social media campaign that includes Penguin Books in a wide cultural conversation. Encourage occasional book buyers to engage in meaningful conversation on a deeper level.
Objectives
Increase brand awareness.
Encourage the target audience to buy more books.
Reinforce brand message.
Main Problem
(From Young Bloods D&AD Creative Briefs)
Although Penguin Books is a large and well-known publishing company, the goal is to increase bookstore sales. It’s a great advantage that Penguin Books has loyal customers but they need to strengthen this relationship with them. To do this, they need to create a cultural conversation and drive interest in books.
Strengths
Strong brand presence and large market.
A truly global company with a large list of famous authors.
A large number of loyal customers.
Has a wide target audience due to different types of book genres.
Weaker retail relationships compared to competitors.
Limited company resources.
Many consumers are shifting to e-books.
Weaknesses
Opportunities
There will always be upcoming talented writers to be on the lookout for.
Growing target audience because of increased interest in literature. (trending on social platforms like TikTok)
Can branch out to online platforms.
Digital/online publishers
Amazon Kindle
iBooks
Different interests in demographics
Older demographic vs. younger demographic who are more tech-savvy.
Other publishing companies
Simon and Schuster
HMH
Discovery Communications
Threats
The plan we came up with.
Target Audience
(From Young Bloods D&AD Creative Briefs)
Demographics:
Age: 18-30
Location: Metropolitan Area
All Genders
Income: middle class
Psychographics:
Occasional book buyers (3-5 books a year).
Interested in different types of books genres.
Enjoys literary and cultural conversations.
Frequently uses social media. (Instagram, Facebook, Twitter, TikTok, etc.)
Key Promise
We will execute a social media campaign where Penguin Books will start cultural and literary conversations.
Support Points
Why should they believe us?
Penguin Books has been around for nearly a century and has built its company with honorable books. Literature will always be a crucial topic and consumers will always join in literary conversations whether they like it or not.
What is the current brand tone?
The current tone is very friendly, warm, and intelligent. Many of their ads are witty and funny keeping a relatable brand presence. While doing this, they keep their class and literary intelligence.
How are we going to start an engaging conversation on social media?
To ignite literary conversations on social media, we will propose new discussion topics. I know, it sounds like an English Literature class. But no. We’re going to make these conversations funny and modern so we increase engagement.
Plan for Deliverables
Instagram Posts/Stories
Phase 1: We are going to make a trending hashtag along wit the campaign. With posts and stories, we’re going to ask what people’s thoughts are on famous books. This will engage conversation through likes, comments, and shares.
Twitter Tweets
Phase 2: Funnier and more refreshing questions will be tweeted on Twitter. Through replies, we expect people to start conversations. They can even be a little controversial, but that’s exactly what we want. Any conversation to happen.
Twitch Online Streams
Phase 3: Once the social media campaign begins to die down, we’re going to present persisting conversations through online streams. We’re planning to partner with famous authors and book influencers to share their opinions on famous books.
Finally, see how it came to life.
Insight: #PenguinPOV
People LOVE to share their opinions. Whether it’s for a topic they care deeply about, to be a part of the conversation, or even just to play devil’s advocate, we love to make our perspectives heard.
Through this, we will start our own refreshing perspective that will make our consumers think. We’ll start heated, funny, and even controversial literary conversations that will make users want to join in. In the midst of it all, Penguin Books is the center of conversation.
First, Instagram Posts and Stories
We’ll make Instagram posts and stories using #PenguinPOV. This will drive conversations in the comment section and get users engaged. After we just pose the question, we let users do all the work.
Second, Twitter Tweets
We’ll begin twitter threads of conversation topics that our users can join in on. Below, we created mockup tweets of what the campaign would look like with user engagement.
Finally, Twitch
Our last phase includes Twitch streams after our social media became very well-known to our users. Our goal is for users to join in on streams and listen to literary conversations started by authors and influencers.
