Reading improves your vocabulary, your language, and the way you communicate with the world.

In Chile, 58.2% of people don't read often. The Chilean Chamber of books wanted to change this with a big idea, something that would have words and language at its core. El Este y La Esta, the two words that Chileans say when they don't know what word to use. A tool that calculates the number of words you use on Twitter, evaluating your reading level based on 7 different factors and recommending books based on your score.

Being a campaign created to promote a social cause like reading, it was essential that the campaign be able to generate a lot of buzz on its own.

For the first time, people were able to easily find out their vocabulary level, and by extension their reading level. By introducing this tool in the digital world, we were apropriating the very medium that had displaced habitual reading in the first place.

Within the first week of launch, the campaign generated $110,000 USD in free media: 6 full-page features in national printed press, coverage on CNN Chile, and an inmeasurable number of mentions on local radio.

It also generated 2mil views on social networks in its first week.

The site received over 45,000 unique visitors, who calculated their vocabulary level as well as that of their followers; time spent on the page averaged 2min 53 sec. With a budget of $7,000 USD, cost per response came out to $0.15.