discover without direction
Barnes & Noble
Challenge: How do we convince people it's still worth it to go to an IRL bookstore?
Insight: Casual book enthusiasts are motivated to leave their house in pursuit of a unique environment and experience rather than a product.
Solution: Empower readers to slow down to discover the unexpected.
OOH purposefully placed in locations that encourage movement and wandering.
Little Free Library x Barnes & Noble:
We will partner with Little Free Library to stock and place book boxes in locations that encourage wandering with body and mind.
Owned Instagram Campaign:
#BookNookatBN campaign will encourage readers to follow B&N's guide to finding the perfect set up and snap a picture to be featured on Instagram stories.
#DiscoverDrama is a TikTok challenge made to inspire readers to spontaneously pick up random books from the shelves and dramatize the scene by reading it aloud. Because there is a negative sentiment towards brands on TikTok, our challenge focuses on boosting the whole bookstore category rather than just Barnes & Noble.
Paid Instagram Stories
Barnes & Noble's mobile app has a low rating of 1.2 stars out of 5.
To increase use, visitors will be notified of a 20% off in-store coupon when they arrive. An hour later, they will be gifted with a free cookie
from the cafe.
Experiential: Meandering Maze
Labyrinths built out of larger-than-life bookshelves in cities across the country.
Each maze will be based on literary genres, and at the end of the maze a famous author from said genre will be waiting to surprise participants.
@ NYC Horror Maze, Stephen King will be at the end of the maze inspired by his books.
Copywriter: Alexa Padron