Children between 12 and 17 years old read very little during the summer. The New York Public Library wanted to help change that! So it decided to take over Instagram joining forces with a very special artist who will inspire this young generation to immerse themselves in books and use the NYPL facilities throughout the city.
A philanthropist at heart, Cardi B is a great example of a native New Yorker that uses her platform to advocate for intellectual development, mental health and education for young people. A remarkable choice to be the face of Bookies.
MAP
RESEARCH TAKEAWAYS
52% of students ages 12-17 read zero books over the summer.
More than half of the Middle School and High School students of NYC would rather spend their summer using social media platforms than reading books.
Instagram is the most popular social media for teens, with 72% of 13- to 17-year-olds using it.
Cardi B has 92.7M followers on Instagram.
She also has spoken against bullying and other matters directly related to teenagers.
The artist is original from The Bronx, New York.
INSIGHT
Whether a teenager is introverted or extroverted, a disruptive, bold figure (such as Cardi B) can influence them in a much deeper way than an authority figure in their life.
STRATEGY
Objectives:
Create excitement around reading
Make the NYPL more visible to the local teenagers.
Build a learning community for New York young students
Messages:
Creativity
Curiosity
Enjoyment
Channels:
Instagram
Word of mouth
Print Media
Broadcast Media
Social Media
NAVIGATE
BIG IDEA
Show teens reading is fun and important by creating a social-media-based reading program featuring Cardi B as the main advocate for good reading habits.
TACTICS
LAUNCHING CONCERT
To launch the program, she will perform at one of the NYPL facilities and have a Q&A session with the teenagers who attend.
INSTAGRAM TAKEOVER
On behalf of the NYPL, Cardi B will use her personal Instagram to share her reading habits and her favorite books once a month via Instagram Live.
CHANNELS
Main channel: Instagram
Secondary channels: Word of mouth, teachers (before the summer break begins), local newspapers and radio, talk shows, Twitter, TikTok and YouTube.
MEDIA COVERAGE
KPIS
Measure reading engagement by monitoring how many Middle Grade books are being borrowed every month during the summer. The number should increase by 50% in comparison to last summer.
Monitor keyword traffic every week from June to August to estimate how much the visibility of the NYPL has evolved. It should be 35% greater in comparison to last summer.
Quantify library subscription growth by observing how many new library cards are issued during the summer for users between 12 to 17 years old. It should be 30% greater in comparison to last summer.