Whitcoulls Books Initiative

Summary

With a brief to drive massive book sales during December, consumers needed new reasons to buy books from Whitcoulls. The solution was “Recommendations”.

By advertising relevant books during TV shows, Whitcoulls were able to connect with consumers who were already pre-disposed to a genre.

Making the link obvious was the core of the whole idea, and it reaped fantastic results.

Business Challenge

Books had previously only formed one small part of the Whitcoulls brand, and they had all but disappeared from consumers’ minds.

Price discounting wasn’t an option, so the challenge lay in encouraging consumers to buy books from

Whitcoulls during the busy Christmas period, whilst ignoring the higher price point. On top of this, Whitcoulls had no additional budget to support a specific books campaign.

Campaign Objectives