Brand: Book Depository
The Assaignment Brief
Book Depository and the Target Market
- Acquired by Amazon in 2011, Book Depository is the world's most international online bookstore, operating in more than 130 markets and selling English language books.
- The brand traditionally placed most of its marketing dollars behind paid search and advertising. In 2017, it wanted to revisit its marketing approach. Why? Because it simply wasn't working.
- In Asia, Hong Kong is a priority market for Book Depository - yet brand awareness and therefore sales, despite advertising, was relatively low.
- The Book Depository team reached out to Golin for a strategy capable of building brand awareness and recruiting new customers.