‘Tis Always the Season to Give Books
This annual holiday cause marketing campaign was a way to encourage people to put their money where their mind is and pledge to give books as gifts during the holidays. I worked with illustrator talent like Lisa Congdon and Steve McDonald, as well as internal resources to make religiously neutral, but unmistakably seasonal, campaign creative for a cozy California winter.
70K books donated to the nonprofit First Book over 3 years
Campaign planning, content creation, art direction
How do we promote a wide range of products during our most important sales moment of the year, and in a way that doesn’t feel too commercial?
A cause marketing campaign wherein we asked our community to “pledge to give books this holiday season”, and for every pledge we would donate a book to a non-profit partner. Our audience pledged by posting with the hashtag #givebooks or entering their name in an online form. In the third year the incentive was expanded to be buy a book/give a book on our e-commerce website. The campaign took place across social media channels, and included a website that would be updated with pledges as they came in so progress could be tracked.
"I #givebooks because books say 'this is who I am' and 'this is what I know and love
— Campaign Participant
2017 creative direction developed in-house, illustrated and designed by Alina Buevich
2016 creative direction, illustrated by Steve MacDonald
2016 creative direction, illustrated by Lisa Congdon
The @GiveBooks Instagram account from which we hosted giveaways and posted answers to the question: “What’s your go-to book to give?”