Project Snapshot

Client: Indigo Books & Music
Timeframe: January – March 2024
Role: Brand Strategist & Head of Social
Ad Spend: $100K
Key Outcome: 23.2M plays · 12M reach · 30,000+ engagements · Sales spike across featured genres

There's a Book For That

TikTok Brand Awareness Campaign

Challenge:

Reclaim the Indigo’s book-first identity and re-engage Gen Z and Millennial readers after a shift toward gifts and non-book categories.

Strategy:

With our core audience spending the most time on TikTok, particularly within BookTok, the platform’s largest sub-community, we launched a BookTok-first campaign built around curated, genre-driven content.

Execution:

Produced four TikTok videos aligned to top genres, fast-cut transitions, trending audio, and a deep understanding of reader pain points

Why It Worked:

Provided solutions to key customer pain points: reading slumps and a lack of personalized recommendations
Met the audience where they already were: BookTok
Integrated current trends and zeitgeist moments to custom branded content
Used insights to guide spend and category features

For Whatever You're Into Today or Will Be Tomorrow... There's a Book for That!

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Project Snapshot

There's a Book For That

TikTok Brand Awareness Campaign

Challenge:

Strategy:

Execution:

There’s A Book For That
Campaign Intro

There’s A Book For That
Romance

There’s A Book For That
Romantasy

There’s A Book For That Thrillers

Why It Worked:

For Whatever You're Into Today or Will Be Tomorrow... There's a Book for That!

Project Snapshot

There's a Book For That

TikTok Brand Awareness Campaign

Challenge:

Strategy:

Execution:

There’s A Book For That Campaign Intro

There’s A Book For That Romance

There’s A Book For That Romantasy

There’s A Book For That Thrillers

Why It Worked:

For Whatever You're Into Today or Will Be Tomorrow... There's a Book for That!

There’s A Book For That
Campaign Intro

There’s A Book For That
Romance

There’s A Book For That
Romantasy