Cannes Lions
FUTURIST SINGAPORE, Singapore / PENGUIN BOOKS / 2012
Overview
Entries
Credits
Description
The problem: The printed word now competes against videos, blogs, tweets, and online news. How can Penguin Books stay relevant to a digitally savvy, attention strapped audience?
Execution
PLEASE REFER TO THE RESULTS FOR THIS ANSWER.
Outcome
As of March 25: Though a ‘slow burn’ campaign, initial numbers are promising, inspiring a high level of user engagement- 1) 12% of early followers have ‘adopted’ our idea, of pairing words & images. Demonstrating virality. 2) Word of mouth, the best PR, is spreading the word and growing numbers. At an average of 18.5 new followers per day. Currently: 801 followers. 3) A high level of consumer interaction. Generating more than 20 comments & an average of 165.5 likes per photo! Total: 8,401 likes. 4) The idea has inspired followers to collaborate. Morphing from a single content creator blog into a Crowd Sourced project. 5) Perhaps the world’s first campaign tailored to run on Instagram, every day, with a total Media Spend of US$0.
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