Insight:

On the surface, the problem looked like books have completely lost their relevance. But when asked why they don’t read, the number one reason for 84% of UAE residents was “lack of time”.

As humans, we can’t quantify what we can’t see. And people were not seeing their cumulative time spent on social media.

We collected people’s social media consumption data, analysed it, and translated that into how many books they could read based on their average weekly time spent on different social platforms:

• Facebook = 35 books

• YouTube = 42 books

• Instagram = 43 books

• Twitter = 22 books

• TikTok = 42 books

Strategic Idea: Show people that they had the "Time to read".

Showing how many books people could read, with the time they instead spend on social media.

We knew that if we wanted to disrupt social media users and create a shift in perspective, we needed to speak their language and we needed to communicate visually.

So, we brought the data to life through startling data-driven visual installations and through social media.

We had a generally uninterested consumer base, but great ambitions, with a modest budget.

So, we had to be strategic with how we could effectively reach and influence UAE residents, linking awareness and engagement to driving omnichannel purchases.

1. From data to creative visualisation that’s designed to disrupt and make people think:

We turned data into eye-opening, provocative on-ground installations. Bookshelves filled with the number of books one can read with the same amount of time spent on social platforms (Facebook = 35 books, YouTube = 42 books, Instagram = 43 books, Twitter = 22 books, TikTok = 42 books).

The on-ground installations were designed to be both disruptive AND engaging, and were strategically placed across malls right next to Kinokuniya stores:

- The visual was thought-provoking and made for a social-worthy post. It was a way to draw people into the store to increase footfall.

- It also encouraged browsing. The installation displayed a range of titles - from fiction to management, matching different interests with different books - to help convert footfall to sales.

2. Generating conversations and getting our target audience to advocate for the brand’s cause:

Following the on-ground activity, the data visualisation was shared on social media:

- Without any media support, we leveraged the brand’s social channels - Instagram, Facebook, TikTok and Twitter, as well as influencers on LinkedIn. This allowed the campaign to effectively extend its reach and start an online dialogue across different social media platforms.

- All posts redirected viewers to the brand’s social pages where they could view store locations, as well as order online.

3. Persuasion through personalisation:

Using the same data around time spent on social media, we tracked peak social media consumption hours to hack consumers’ social media behaviour.

We delivered platform-specific messages and matched user interests with customised book recommendations with time-sensitive discounts.

This helped drive traffic to Kinokuniya’s online store.