🟨 Kinokuniya: Imagine Diving into 42 Books instead of just TikTok Scrolling
Believe you're too busy to read? Think again
Hey there!
Every other Wednesday, I share a Marketing Campaign example to help you get fresh and actionable ideas to sell more and grow your business.
Happy New Year 🎉
I know many people are talking about kicking off the new year with a bang. Others have even started working on their projects. But, it’s okay to take it easy, saving your energy while still reflecting and planning.
Oh lest I forget, welcome to the 45 subscribers who joined Yellow Chili Campaigns since the last issue 🎊🎈
One of the most popular New Year resolutions is to spend more time reading. However, let’s face it, not many can stick to this goal…
Kinokuniya, a Japanese book retailer in the UAE encouraged people to swap their time spent on social media for reading a book (or two).
It created the ‘Time to Read’ campaign to show how much extra reading time people would have if they opened one of the books on their shelves, compared to scrolling through social media. The goal, of course, was to boost book sales.
The bookstore asked customers how much time they spend on social media each week. The results showed that, on average, people spend eight hours a week on social media. So, it's like the amount of time you'd spend reading some books in a year. The data showed Facebook: 35 books; Twitter: 22 books; Instagram: 43 books; YouTube: 42 books; TikTok: 42 books.
To make the data more engaging, Kinokuniya set up installations in its stores and around Dubai using real books from different genres for people to explore.
To promote the ‘Time to Read’ campaign online, ads were created to show people how many books they could read in a year on each platform. They also also received discounts on books matching their interests. And, to get more people into bookstores, customers got in-store discounts by visiting between 6-10pm, the peak social media hours.
To show that even busy leaders such as Mark Zuckerberg, Oprah Winfrey, and Bill Gates love reading, the bookstore made print and outdoor ads with pictures of them immersed in books, while others were glued to their devices. The ads shared how many books these famous people read and included a QR code to find the books they recommend.
ICYMI: Laughs, Cheers, and a sprinkle of Nostalgia!
Time to Read is an example of an Experiential Marketing Campaign. Kinokuniya gained a 16% increase in foot traffic. Even during the slow months after Ramadan, the campaign attracted more customers. Sales rose by 28%, beating the goal of 12%. More people were interacting and searching for the bookstore's keywords, leading to a 50% increase in reach and engagement.
🍉 Action Points
Understand how customers behave - Kinokuniya leveraged the insight that people spend a considerable amount of time on social media. And connected it to the idea of reading as a way to improve oneself and engage intellectually.
Data-driven marketing - The campaign wasn't just about encouraging people to read; it used data to make its point. It broke down social media usage into the equivalent time spent on reading books, which made the message relatable.
Interactive in-store experience - Creating installations in stores and around Dubai with real books allowed customers interact physically with the idea. This hands-on approach probably made the campaign stick in people’s minds and increased the chances of conversion.
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🗂 More Stuff on Experiential Marketing Campaigns
Why experiential marketing works.
Experiential Marketing: The key to creating lasting connections.
What does the future hold for AR, VR and experiential marketing?
How to create experiences that generate ‘return on experiential’.