Supporting local bookstores
Supporting local bookstores
Challenge
The pandemic and consequent lockdowns hit the cultural sector particularly hard. Bookstores were forced to close doors. Although some booksellers reinvented themselves and started selling online, years after the start of the pandemic, online sales for Portuguese bookstores still account for only 15% of the total (APEL data), meaning the digital transition for bookstores has not yet happened.
Strategy
Corpcom challenged Meta to support Portuguese bookstores and launch a training center and a guide developed exclusively for the digital transition of local bookstores. We also decided to revive a forgotten date in Portugal: Bookstore and Bookseller Day (November 30th). We wanted to ensure that Bookstore and Bookseller Day reached the right audience. In partnership with RFM, the campaign to support bookstores was announced on air, and a diverse group of personalities – a footballer, a conductor, and an Eurovision winner – revealed their shared passion: books.
Results
The campaign generated over 35 news stories; the partnership with RFM reached 4.3 million listeners, and the videos reached over 1.62 million people on social media. And more importantly than any of these numbers, Bookstore and Bookseller Day is being celebrated once again, and bookstores have begun to embrace the much-needed digital transition.
Other success stories
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