Kinokuniya: Time to read

Kinokuniya, a book retailer, increased reach, engagement, webpage visits and sales in the UAE by highlighting how much time people could be reading instead of using social media.

Campaign details

Brand: KinokuniyaAgency: Publicis Groupe - Starcom MENARegion: EMEA

Strategy

Objective

Kinokuniya, a book retailer, needed to drive sales in a declining category in the UAE.

We correlated social media data to time spent reading books to influence behavior and business growth:

  • To grow book sales in a declining category, Kinokuniya instead encouraged more people to read.
  • We brought shocking data to life about how many books people could read with the time they instead spent on social media, through startling data-driven visual installations and through social media.

The campaign had two tasks:

Task...

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