World Book Day – Penguin Random House India
Challenge – Increase reach and exposure organically, getting noticed on World Book Day, when brands were heavily advertising globally too.
The strategy – Sharing generic love for books/reading retro style creatives.
The outcome – A whopping 2.23 million organic impressions on Twitter in 1 day!
"A book is a film that takes place in the mind of the reader." - @paulocoelho #WorldBookDay pic.twitter.com/r1eVdSHS5r
— Random House India (@RHIndia) April 23, 2015
"That's the thing about #books. They let you travel without moving your feet." - Jhumpa Lahiri #WorldBookDay pic.twitter.com/1sW1G4uyk1
— Penguin Books India (@PenguinIndia) April 23, 2015