Since entering the Chinese market in 2013, Kindle e-book readers have been favored by many Chinese users. However, in recent years, the growth rate of Kindle's awareness in the Chinese market has slowed down significantly. Meanwhile, the market of e-book reader category is facing the challenge of other reading and entertainment products. The growth of Kindle’s sales has entered a bottleneck period.

In 2020, because of Covid-19, Kindle’s brand communication was delayed in the first quarter, and there was no new product launch plan at the product level. Therefore, Kindle planned to launch its brand communication campaign in the second quarter on April 23rd, the World Reading Day.

With $510K media & production budget, Kindle briefed a creative social campaign to enhance brand and product awareness and also to warm up for their big sale in June.

Reading inspires your dream and makes you dream (sleep)

Based on this insight, we created an unexpected item, Kindle Dreamer, Kindle-style bedding set.

Following Kindle’s iconic monochrome design, Kindle Dreamer has a larger size than any Kindle device before, which perfectly matches with, yes, the bed. We printed Kindle’ iconic tree-man on the quilt cover so that it looks like the beginning splash screen of Kindle. When you open the quilt, the charging icon on the flat sheet will remind you that it’s reading time to charge yourself with a real Kindle.

Kindle Dreamer connected reading and dreaming in a humorous way, so that it allows easier but also more effective communication with people who are tired of being educated with cliché. Since this bedding set was communicated along with our insightful brand message: Reading kindles your dream. It deepened the brand impressions of Kindle’s fans at the same time.

All Chinese people are educated with the importance and significance of reading from a very early age, but few of them still keep reading when they have other entertainment methods.

So other than nagging that reading is meaningful, we did the opposite by mocking that reading makes you sleepy.

As you can see, the bedding set, Kindle Dreamer, connected reading and dreaming in a humorous way, so that it allows easier but also more effective communication with people who are tired of cliché education. Since this bedding set was communicated along with our insightful brand message: Reading kindles your dream. It would deepen the brand impression of Kindle’s fans at the same time.

This campaign was mainly launched on Chinese biggest social platform, Weibo.

3 days before we formally launched Kindle Dreamer, we released teasers to pretend that kindle was going to launch a new model. The night before the launch day we made our iconic Tree-man lied down on our official social account.

On April 23rd, the World Reading Day, we launched Kindle Dreamer in a social media post.

Our bedding set was not for sale. To win it, people had to repost our original post and to enter Kindle’s e-shop on Tmall&JD.com to participate in lucky draws.

We also cooperated with some influencers to review Kindle Dreamer. These influencers are from diverse vertical fields like travel, culture, and technology, etc. As a result, our campaign has reached people with different interests.

We launched Kindle Dreamer on April 23rd, the World Reading Day.

On the same day, it became the 4th hottest topics on Chinese largest social platform.

Our bedding set was not for sale. To win it, people had to repost our original post and to enter Kindle’s e-shop on Tmall&JD.com to participate in lucky draws.As a result, it triggered a large amount of earned-media impression for Kindle brand and increased a huge number of clicks on kindle’s e-shop. People were even bidding for it on Chinese secondhand trade app.

By the end of this campaign, Kindle Dreamer has triggered about 420K brand discussion posts. Meanwhile, just on Weibo, our hashtag earned 310M media impression.