Penguin Publishers X Advertising Strategy
Advertising & Promotions
Our team worked on campaigns from brand building to performance marketing, focusing on strategic planning, storytelling, media management, and ethical considerations. We showcased our skills in crafting compelling campaigns, presenting strategies, and evaluating proposals. Our presentations aimed to deliver bold ideas, tell brand stories, capture key messages, use persuasive techniques, reflect audience behaviors, propose budgets, and outline optimization plans for ROAS
For Penguin Publishing…
BACKGORUND
Books are impactful, yet they're not at the forefront of pop culture like screen adaptations. Using social media creatively could shift this narrative, but Penguin's Instagram, with 644k followers, remains within a niche audience
OUR INSIGHT
What if books were "sexy" not just "nerdy"? Advertisers use sex appeal, so why not books? If reading is "cool," it could be pop culture. Social media, with memes, makes reading fun. Millennials love memes for news and humor, with 75% sharing and 38% following meme accounts
CAMPAIGN OBJECTIVE
Our aim is relatable, shareable content that makes reading trendy and confident. Through engaging campaigns, relatable memes, and hashtags like #penguinbooks and #booksarevibes, we're building a community that celebrates the joy and benefits of reading
Millennials spend about 3.8 hours each day on social media
They spend an average of 1.5 hours a day watching TV online and on streaming services
Reading has reduced from an average of 23 minutes per person per day in 2004 to 17 minutes in 2017
WHO ARE WE TALKING TO
19 - 26 year undergrad/grad students in NYC who enjoy memes and actively consume Instagram in all aspects of their daily life
Estimated Size:
594,000 and counting
Media Plan
SUBWAYS
The NYC subway, with over 5 million daily riders and 1.6 billion annual trips, is a prime advertising space. Its strategic placements and prolonged exposure make it one of the most effective platforms for promotions in the city
INSTAGRAM
2021 Pew Research Center says that 71% of 19 - 26 year olds say they use Instagram. Our target audience uses Instagram more often to look for trending memes, relatable content and connect and share their lifestyles
COLLABORATIONS
Celebrities help to define the current trends and fans follow diligently. The current “it” celebrity is Zendaya, appearing on the big screen as well as hit shows on HBO.
Bonus: She’s also asked fans to recommend books to read!
Our ad campaign will focus on the following subway stops for maximum exposure with student stops along the way.
-Fulton St. 8.8M ridership
-14 St. Union Square 10.8M ridership
-Time Square 42nd St. 20M ridership
-59 St. Columbus Circle 7.7M ridership
Additionally, the subway trains we want to focus on are the following:
-L Train: Brooklyn Commuters to NYU, Parsons, Pratt Manhattan
-RW Trains: NYU
-123 Trains: Columbia, Hunter, City College
-FM Trains: FIT, Pace
MEDIA SCHEDULE
TEAMS: Jahnavi Shah, Madhura Kaulgud, Bhagya Khinnavar, Purumi Park
TOOLS & TECHNIQUES: Media Planning, Consumer Personas, Advertising Strategy, Content Creation, Media Scheduling, Budget Planning, A/B Testing