Branding, Media & Digital Marketing
The Indian arm of Amazon Kindle was looking to create a unique design language that would instantly resonate with their target audience. We collaborated with the e-reader giant to develop this visual style for social media where readers could return to, and get talking about books, discuss events and more.
We built a campaign called 'Nostalgia', through which we took readers back to a time of reading books in their childhood. The campaign ran through the summer holidays. Yet, it targeted slightly older readers who have fond memories of growing up reading classics like Malgudi Days. This was achieved through an organic social media campaign.
We created a design style deep-rooted in the elements that readers would relate to - pencil illustrations and sketches. We also ran contests alongside the regular social media posts to uplevel the engagement.
The visual language resonated well with existing Kindle followers on social media. And, within months, the follower base increased. By the end of the campaign, followers were engaging at a deep level - commenting and interacting with each other. As the campaign was exclusively organic, this level of engagement was indicative of how successful it was.
'Nostalgia' was followed by campaigns like 'Travel the World', where we shared thoughts on books by international authors.
Our main objective was to take the campaign online, syncing up with the TV ads that were running alongside it. Running over a period of almost two months, this campaign too gained a lot of traction because we were able to capture real people in real scenarios, which made the campaign very relatable for many.