Whitcoulls Books Initiative
With a brief to drive massive book sales during December, consumers needed new reasons to buy books from Whitcoulls. The solution was â€œRecommendationsâ€.
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.
Books had previously only formed one small part of the Whitcoulls brand, and they had all but disappeared from consumersâ€™ minds.
Price discounting wasnâ€™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.