Leya Promo, Case study FACEBOOK BOOKS by Leo Burnett Iberia Madrid

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Industry Publishing, streaming & media, Books, Book store
Media Promo & PR, Case study
Market Portugal
Agency Leo Burnett Iberia Madrid
Creative Director Erick Rosa, Renato Lopes, Fernando Duarte, Chacho Puebla
Art Director Thiago Arrighi
Copywriter Thiago Carvalho, Silvio Medeiros
Released September 2012

Credits & Description

Category: Best Use of Social Media
Advertiser: LEYA
Product/Service: BOOK PUBLISHER
Creative Director: Chacho Puebla, Erick Rosa, Renato Lopes (Leo Burnett Iberia)
Copywriter: Thiago Carvalho (Leo Burnett Iberia)
Art Director: Thiago Arrighi (Leo Burnett Iberia)
Accout Director: Paula Lopes, Inês Almeida (Leo Burnett Iberia)
Account Executive: Raquel Pinheiro (Leo Burnett Iberia)
Account Executive: Mafalda Coelho (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Image Editor: Hugo Lage, Humberto Martins (Leo Burnett Iberia)
Media placement: Web - Facebook - 26/04/2011

Summary of the Campaign
Young people are losing interest in books. Leya, a group of book publishers wanted to change that, and show them the pleasures of reading a good book. But instead of doing a traditional advertising campaign, they decided to do a public relations campaign on Facebook. They chose a book and re-told its story on Facebook. Not just simply by copying and pasting it, but in an interactive way; a profile was created for each character. People were invited to become friends with them. And then, through posts, links, songs and videos, we re-wrote the books' story, in a very interactive way. As a result, both publisher's and author's fan base on Facebook increased. And, most importantly, lots of people discovered the pleasures of reading a good story.

The Situation
With technologies such as smart phones, videogames and the Internet, young people are being driven away from books. Playing a game or reading a friend's updates on their cell phones seems to be much more interesting for them than reading a book. On the other hand, they do a lot of reading on the web. We saw an opportunity to use the habit of reading Facebook walls and use it as the medium for a PR campaign that showed them how interesting reading a book can be.

The Goal
The campaign's main goal was to show young audiences the pleasures of reading a book. They already do lots of reading. But what they read are Facebook updates, twitter post, blogs, chat conversations. We wanted to transform this habit of reading in a computer into something better. All we did was to adapt books, and take them out of paper pages and put them on Facebook walls, in an interesting, interactive way. We wouldn't have to force anything, it would feel natural for them to read stories on their Facebook walls.
With that we wanted to increase our Facebook fan base, have the idea spread to as many people as possible and, most important, show youngsters that reading a book can be fun too.

The Strategy
First we had to transform the book into its Facebook format. Create and develop character profiles, break the story into posts, conversations, links, videos, pictures.

Then both the publisher and the author would invite their already existing fan base on Facebook to follow the story. At the same time, the idea started to be sent to blogs, news sites and other channels inviting people to read a book on Facebook for the first time. That way, the story already started with a considerable amount of followers, which increased as the story was told, since readers who found it interesting would invite new friends to follow the story.

It all happened online. First, publisher and author invited their fans. At the same time, the idea was spread on blogs and news sites related to books. With that base formed, the story started, and will last for approximately one and a half months for the first book. But its initial success has made the publisher decide to turn FBooks into a platform, so there are plans for new books to be turned into FBooks soon.

Documented Results
Results were the increase in both the author's and the publisher's fan base on Facebook. The idea has made people who didn't have the habit of reading to become readers. That, from the beginning was the goal of the campaign. Not to increase sales, but to start a mind change in young people who see no interest in reading books. The amount of people who became friends with the book's characters, along with all the new fans at both the author's and the publisher's page tell us that. So far the Fbooks page on Facebook has got 915 fans, with an average of 15-20 new fans a day. There is still lots of work to do, this mind change has at least started to happen.