Project Snapshot
Client: Indigo Books & Music
Timeframe: March 2021-24
Role: Brand Strategist & Head of Social
Key Outcome: The campaign became a fan favourite and ran for four consecutive years. It also increased engagement and client insights.
The Ultimate Indigo Book Bracket
Engagement & Awareness Campaign
Challenge:
With physical stores closed during the pandemic, we had to find new ways to engage book lovers and keep them coming back.
Strategy:
We fused sports fandom with book fandom, launching a “March Madness” inspired Book Bracket on social media that let customers vote on their favourite reads
Execution:
Intro feed post and Instagram Stories voting, social-first content, and highly shareable visual design. Fans debated picks, shared the bracket and tagged friends
What’s up, book lovers? It’s time to get your game face on with the annual #IndigoBookBracket Tournament! (Think March Madness for books 😉📚🏀).
32 books, four genres, and only ONE can be named winner. Can you guess which book it will be?
Follow along and vote for your favourites in our daily stories! 📚🎉
Don’t forget to screenshot the bracket, fill out your predictions and tag us. 👩💻📱
Stay tuned for the next round and comment below with your predictions. 📖🏆
#IndigoBooks #BookMadness #BookBracket #BookNerd #BookChallenge #BookRecommendations #Bookstagram #BookLover
Why It Worked:
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Boosted brand affinity and kept Indigo top-of-mind throughout store closures
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Tapped into cultural momentum
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Empowered participation
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Created lasting connection, and shaped future promotions