As solution, we decided to make a brand new web campaign, but this time, not on YouTube. That’s why we invented the first participatory book instantly translated into 5 languages, with the special guest Pharrell Williams. Our aim was to reach the popularity that we obtain with the first and the second Tipp-ex episodes.

To drawn to the content we used:

- The popularity of Pharrell Williams, who has 3,43 Millions of followers on twitter and 6.6 millions of likes on his Facebook page. We new that with a simple tweet or post he would help us obtaining a huge visibility on social media.

- A PR activation: we sent the book with all the words covered by our product Tipp-Ex, to the most famous bloggers and magazines of France, Europe and USA.

- And twitter and a Facebook page written in 5 different languages, the same five languages in which the book was written.

A new Tipp-Ex® adventure with a third amazing star, Pharell Williams. This time users have to make history by co-writing the first participatory book instantly translated into 5 languages! To participate, users have to enter the cabin of the hunter and the bear and help find the thousands of words, which have been covered in the book.

In order to help people find the hidden words, the two brand heroes (the hunter and the bear) would give some hints via several humoristic interventions.

Once completed by users, the “Social Book” will be printed and published.

Profits will be donated to an organization supporting disadvantaged children as they attempt to, hopefully, rewrite their lives.

120 131 visits on the website

744 976 views in the video

+ 13K shares on social network

+ 276 apparitions in media

155 countries reached

+144,8 M of people potentially reached

1,88 M of earned media

About the website performance

125 000 visits

2min50 of average time spent

26,05 % average bounce rate

6285 accounts created

101897 words found

866 103 hints used