The Wild Detectives bookstore is a place where book lovers get together and participate in various events.

Yet a large percentage of their sales comes from online orders and store pickup.

They wanted to increase their online purchases from people that are consuming massively shorter content and information from social media since the internet is continuously dictating how people see and think about the world, but books remain a trustworthy source of information and knowledge.

The task was to develop a social media campaign to organically boost online sales on a budget, and most importantly, to prove why books are more important to read than any kind of online content.

Twitter over-indexes every other platform for up-to-the-second events, and President Trump makes the most of it. He’s quick to weigh in on every topic, trend and event happening with his biased point of view, influencing millions of Americans.

So, if people already read his version of history on Twitter, that’s where we should promote the other side. That’s why we created The Donald Book Club.

A Twitter account that replies to his thoughts and opinions in real time with contextualized books, redirecting all that attention to our books, and providing a broader perspective of what he talked about along with a URL to order them online. Putting new points of view right in front of more than 59 million followers.

Because books are proven to teach people about critical thinking, analytical skills and empathy. Things Trump and his supporters could find useful.

The power of influencers is at its peak. Online personalities have changed the way millennials interact with brands and consume news in every social media platform. When it comes to Twitter, 45% of millennials use it every day, and it’s the go-to source of news and content for 80% of its users.

Thanks to said platform, President Trump has become the most influential source of misinformation by quickly commenting on any trending topic and building biased opinions. To make things worse, his polemic tweets get portrayed as news on TV and even have real-life consequences. He can rally people toward his agenda and even change the fluctuations of the stock market within 140 characters.

So we disrupted his social media influence with a Trojan horse strategy, by promoting books that provide different points of view to all of his followers, right when his tweets were being looked at.

We created a Twitter account to reply to the President in real time with contextualized book suggestions. Engaging with his account by ‘trolling’ his everyday tweets with books and quotes, increasing the ‘viral’ potential of the campaign and being cost-effective for the client.

We launched our campaign right after the 2018 midterm elections in November, which were a big deal in the country because of the political climate of the past two years. Everyone expected Trump to tweet more often, and he delivered. Each reply was posted during the average attention span his tweets got, in order to get the most exposure out of his opinions.

Every tweet included a URL that led his followers directly to the bookstore’s online ordering website. The contextualized replies included books about different topics like immigration, the economy, sexual harassment, classic literature and even biographies that challenged him and his followers to open their minds to new and opposing ideas.

We launched our campaign right after the 2018 midterm elections in November, knowing that President Trump would tweet often (of course he did), and everyone would pay attention to his thoughts on social media.

We earned an average of 100K impressions per post. Our message was also picked up and covered by online news media in USA but also around the world: South American countries, China, Hungary, Spain, France and even Russia. Reaching whomever read a tweet from Trump.

With zero media investment, we earned 17MM impressions on Twitter and other online media. The website visits increased 36% and managed to obtain a 29% online ordering rate, surpassing campaign expectations in just the first three months.

To this date, ‘The Donald Book Club’ has become the most successful e-commerce campaign for the bookstore, in terms of reach and sales, and has continuously built brand affinity among its community of readers.