Bookpeople
Love Your Bookshop DayWe drove national awareness for Love Your Bookshop Day by using unique bookseller stories to generate media buzz and partnered with local Bookstagrammers and BookTokers.
The challengeCreated by BookPeople, the association for Australian booksellers, Love Your Bookshop Day (LYBD) is an annual celebration of everything local bookshops do, from curating fabulous book ranges to creating events programs, to celebrating authors, readers and the books they cherish.
Our main objective was to drive awareness and encourage Australians to celebrate and support their local bookshops in the lead-up to and on the day itself.
The SolutionWe connected with the highly engaged, avid-reading online community by partnering with twelve popular Bookstagrammers and BookTokers to create exciting content tied back to the day’s theme, ‘Giving the Gift of Imagination’.
The resultsOur campaign achieved 118 pieces of media coverage, reaching over 23.6 million people. We secured interviews with major programs, including Nine’s Weekend Today, 2GB Afternoons with Deborah Knight, and ABC Radio Melbourne Breakfast with Sammy J, and features in The Age and The Sydney Morning Herald.
The social media results reached over 21,000 people and had an average engagement rate of 19.4%, well above the industry average of 1-3%.
Audience reach23.6m
Engagement rate↑19.4%
(Industry average 3%)Media coverage118+
Broadcast, print & onlineBookpeople’s most successful campaign to date
Bookpeople’s most successful campaign to date
