Amazon Books: Booksona Quiz and Social Campaign
ROLE Senior Art Director
SCOPE
Campaign Concept + Naming
Creative + Art Direction
Quiz Copy + Mathmatical Logic
Social Campaign (paid + organic)
CREATIVE TEAM
Anna Cincera, CW
Kylie Agon, Design
Kimberly Froude / Josh Gillman, CD
Nath Mallon, ECD
247 Laundry Service, Agency
NOTABLE RESULTS
175k unique visitors
90% quiz completion rate
31m total impressions
2.1k follower growth (IG/FB/TW)
SCOPE
Campaign Concept + Naming
Creative + Art Direction
Quiz Copy + Mathmatical Logic
Social Campaign (paid + organic)
CREATIVE TEAM
Anna Cincera, CW
Kylie Agon, Design
Kimberly Froude / Josh Gillman, CD
Nath Mallon, ECD
247 Laundry Service, Agency
NOTABLE RESULTS
175k unique visitors
90% quiz completion rate
31m total impressions
2.1k follower growth (IG/FB/TW)
Amazon Books’ sought a way to become the destination for all types of
readers, empowering their audience to read whatever, and however, they want. They needed a way to humanize the brand and connect more to their social audience.
We answered with a campaign centered around a first-of-its-kind interactive personality quiz we named Booksona. A highly engaging, rich-media experience that helps users identify the type of reader they are. With each question providing key information about the users’ reading style, passion and motivation – the experience integrates playful technology allowing touch and movement reactions to guide the quiz pathway.
We launched this quiz into the world with a 2-week campaign inclusive of organic content, influencer content (organic & paid), and a full media buying plan. In two weeks, we drove nearly 175k unique visitors to DiscoverYourBooksona.com.
We answered with a campaign centered around a first-of-its-kind interactive personality quiz we named Booksona. A highly engaging, rich-media experience that helps users identify the type of reader they are. With each question providing key information about the users’ reading style, passion and motivation – the experience integrates playful technology allowing touch and movement reactions to guide the quiz pathway.
We launched this quiz into the world with a 2-week campaign inclusive of organic content, influencer content (organic & paid), and a full media buying plan. In two weeks, we drove nearly 175k unique visitors to DiscoverYourBooksona.com.
— Booksona Quiz Experience —
Booksona Mobile Experience
The variety of interactive mechanics and question style gave users a highly engaging experience that resulted in a 90k completion rate.
Results identified how, why and what you like to read by assigning you a unique reader type – aka your Booksona – paired with a fun, abstract character graphic to download to share on their favorite social platform. In addition, they also received helpful reading tips to try, genres to check out, and books to purchase.
— Social Campaign —
Our social campaign was all encompassing, including both organic (influencers + brand content) and paid media. We launched on both Amazon Books and Amazon Kindle accounts, and during this time we saw significant net follower growth across all channels.
Booktok x Booksona
We partnered with a diverse collection of creators on Tiktok and Instagram that teased the experience of taking our quiz using the popular “green-screen” filter. They showed off the quiz’s unique and engaging mechanics, talked through a few of their favorite questions, and gave audiences a play-by-play of their take (and results, too).Evergreen Content
Once our social audience was familiar with Booksona, we continued to create evergreen content grounded in the experience. As a result, @AmazonBooks now has a completely ownable way to engage with book lovers and recommend books to them, standing out even during crowded times like the holiday gifting season.
