• 17 million content exposures from just £120,000 spend.

• Widespread PR coverage as the media picked up on our celebrity films.

• 31,000 unique users visited the bespoke campaign microsite.

• 1,200 different books were celebrated.

• Over 4,000 people shared storied about books that had shaped their lives.

• Improvement in brand consideration for Waterstones.

• With an estimated Return Of Investment of 5:1

• And they all lived happily ever after.

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MEDIA EXECUTION

• We needed the hook that would spur readers into sharing their experiences.

• We needed stories that had scale and impact to inspire the nation.

• These requirements led us to Sky Arts as media partners who gave us access to literary stars such as Kate Mosse, Caitlin Moran and Sir Michael Parkinson.

• We created a series of editorially styled short films of these writers talking about books they’d loved reading, and that helped make them who they are today.

• This film content was distributed multi-channel on TV, in social channels and in-store as the foundation of the campaign.

• The films signposted the public to the Waterstones website and in-store, where they could share their stories and read about other people’s experiences.

• Physical voting stations also appeared in-store, so people could vote and help create a league of the most powerful books ever, for other readers to discover and enjoy.

• Waterstones is a book retailer with stores all over Britain.

• They were known for their unrivalled book expertise and inspiration.

• But this wasn’t destined to be a happy ever after story.

• Our challenge was to make readers fall back in love with Waterstones by reminding them that nowhere else could offer the same level of expertise and range.

• From speaking to book lovers, we uncovered a powerful human truth.

• Everyone can name their favourite book and the memories associated with it.

• Some even change people’s lives.

• ‘The Book That Made Me’ was born.

• We were going to persuade the nation to share their favourite books and personal stories around them.

• And position Waterstones at the heart of this emotionally engaging platform.