The goal of the campaign was to bring author Paulo Coelho closer to a new generation of readers for the launch of his new book, Manuscript Found in Accra. How? By recreating the experience of his book online, through the website manuscriptagram.com. That web address assembled almost 1 million images published on Instagram with messages on love, sex, defeat, loneliness, etc. and various hashtags. Besides being a virtual gallery of manuscripts from around the world, the website also allowed users to choose their favorite messages from around the world and publish their own virtual books.

The implementation used the author himself, since he has 8 million Twitter followers and 10,500 fans on Facebook. Paulo Coelho publicized the address on his social networks and his faithful audience, who call themselves Warriors of Light, spread the message, thus reaching a new generation of readers due to the social network buzz.

• Output/Awareness:

• Young readers, who before associated Paulo Coelho’s writing with exoteric and self-help subjects, started to understand that the author talks about subjects that are a part of everyone’s lives. 10 million people reached on the author's Facebook page plus 7 million on his Twitter account.

• Action/Business Impact:

• Paulo Coelho was the only Brazilian author to make the country’s best sellers list, along with writing phenomena like 50 Shades of Grey.