Gandhi Bookstores Promo, Case study TWEETBOOKS by Ogilvy & Mather Mexico


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Industry Books
Media Promo & PR, Case study
Market Mexico
Agency Ogilvy & Mather Mexico
Creative Director Carlos Holcombe, Abraham Quintana Garay
Art Director Mario Flores, Jaime Gonzalez - Renato Valdes
Copywriter Osiel Díaz, Gonzalo Fragoso, Michael Sánchez, César Said Pérez Rubio
Released February 2010

Credits & Description

Category: Best Use of Social Media Marketing
Product/Service: BOOKSTORES
Date of First Appearance: Feb 8 2010 12:00AM
Entry URL:
Vice President/Creative Services Director: José Montalvo (Ogilvy México)
General Creative Director: Miguel Angel Ruíz (Ogilvy México)
Creative Director: Abraham Quintana Garay (Ogilvy México)
Creative Director: Carlos Holcombe (Ogilvy México)
Art Director: Jaime González (Ogilvy México)
Art Director: Mario Flores (Ogilvy México)
Motion Designer: Ricardo García (Ogilvy México)
Copywriter: Michael Sánchez (Ogilvy México)
Copywriter: Said Pérez (Ogilvy México)
Copywriter: Gonzalo Fragoso (Ogilvy México)
Copywriter: Osiel Díaz (Ogilvy México)
Digital Strategy Director: Luis Falconi (Ogilvy México)
Project Manager: Paula Bochides (Ogilvy México)
Account Director: Paola Mayoral (Ogilvy México)
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 –blogs, podcasts and discussion forums worldwide. Among them, DOMMO, the most recognised digital and communications podcast in Mexico. - Before Tweetbooks, Gandhi Bookstores’ 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 Twitter’s 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 Saint–Exupéry 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 ‘Tweetbooks': Read a complete book following its characters through your Twitter timeline. The first book of a series: The Little Prince by Antoine de Saint–Exupéry.