Challenge: In 2018 we announced An Post as title sponsors of the Irish Book Awards, creating the campaign platform; “Readers Wanted”. However, we had to quickly pivot to engage readers and bring “Readers Wanted” to life. But we also needed to lay the foundations to help the sponsorship become much more meaningful, reflecting An Post’s new brand purpose to improve quality of life now and for generations to come.
Action: Specifically, on digital platforms, we needed to find a way to connect with uninterested millennial Irish women. This audience defined by An Post as ‘Ciara’ were key to the brand’s future success but viewed An Post as out of touch. Research showed us that this target audience (aged between 25-34-years) were interested in reading more but didn’t have time to discover new titles. Our media insight also showed us that this audience did, however, have time to consume short content across social and digital channels from their favourite publishers including IMAGE Media.
Results: To reach ‘Ciara’, we collaborated with IMAGE to deliver an Instagram-first series which uncovered brilliant new books to this audience through short Instagram Story episodes featuring ‘Ciara’s’ favourite Irish writers. Live events brought our audience together to discuss important topics relevant to ‘Ciara’, while IMAGE editorials and social content across Image & An Post’s social channels shared helpful reading recommendations seeded at times that suited Ciara, encouraging our audience to read more. Through this, we showcased how An Post understood Ciara’s passions and world. Not only that, but we helped increase prompted sponsorship awareness by a staggering 24 points from 2018.
