Wob by World Of Books
Out-of-home marketing with Wob
Wob by World of Books was founded when a group of book-loving entrepreneurs rescued a bag of books from a charity shop bin destined for landfill and sold them secondhand. Now in its 20th year, Wob has grown into a leading B-Corp and destination for used books, saving the equivalent of 449,000 trees (26,000 tonnes of paper).
In the build-up to Wob’s 20th anniversary in October, Wob approached Your Sincerely to help build brand awareness with new audiences, positioning Wob as the go-to destination for secondhand books.
It was important that the campaign generated positive conversations with book-lovers and drove brand warmth. Equally, we wanted to shine a light on Wob’s B Corp certification and 20-year history as a sustainable business.
Following detailed planning ‘the Book That Made Me’ idea was born – a multi-channel campaign, activated on social and out-of-home advertising, inviting readers to share their ‘love letter’ to their favourite book online under the hashtag #BookThatMadeMe. The aim? To get a conversation trending, which celebrates the wonderful books that evoke emotions from us, the books we always go back to, the books that made us laugh, cry, or think differently about the world, all leading back to Wob.
Our partners at Hurricane designed a creative that captured the key messages of the campaign, tapping into the emotion that we feel reading our favourite books through a handwritten note. The strapline ‘ReLove a Preloved Book’ and web link encouraged audiences to head to the Wob site.
To extend online reach, we identified a series of influencers in the #Bookstagram space to get involved with the campaign by sharing posts under the agreed hashtag. Combining London underground footfall with social activation would take the campaign to a different – wider – audience.
The social campaign was activated a week prior to the wider campaign in order to generate excitement, with the out-of-home launching during the Easter holidays on the London Underground at multiple stations, including Tottenham Court Road and Liverpool Street.
The #BookThatMadeMe campaign delivered unprecedented brand awareness for Wob as a go-to destination to buy books, and drove authentic engagement with target audiences. A particular highlight saw author Adam Silvera – who featured in the campaign – comment on Wob’s Instagram post and share the image to his stories with 168k followers – deemed by the client as ‘campaign gold’.
Equally, the campaign drove traffic to the Wob site, leading to an uplift in sales.
Million total impressions delivered throughout the campaign across all channels
Average order value14.75%
Out-of-home reach – the digital out-of-home creatives were seen 2,449,870 times
Reached via our influencer campaign
All social media metrics improved, with impressions up +48% and engagement up +34.9%
“Working with the team at YS is an absolute pleasure. They are a perfect extension of our team and come to the table with fresh, innovative, commercially driven plans. The execution is faultless & fun – the perfect combo!”