Guinness World Records began as a reference book for settling pub arguments and the printed version remains critical to attracting new young readers, but its research shows huge scope to better merge the print and digital experience.

Takeaways

• The Guinness World Records book sells around two million copies a year, but there is also strong engagement with the brand online.
• One of the brand’s most-shared videos has been viewed 38 million times, and Guinness World Records has 18 million followers on TikTok.
• Research with Giraffe Insights among consumers aged six to 65 helped the brand identify which touchpoints and what...