The goal of this social media campaign was to highlight online purchase/reservation of books. I wanted to highlight the state of the books & create a campaign that reflected brand values - comfortable, sustainable, & accessible. This was achieved by creating a flat lay that showcased the books as well as things that might be found or placed around the user as they read to create a certain kind of environment or feeling, so it might feel familiar and comfortable to whoever was viewing the advertisements. I wanted to encourage the online reservation system that allows everyone to view the inventory without requiring a phone call to the store.
Research Insights
I used the Nintendo Switch campaign as a visual reference because I liked the way they showcased the products without completely overwhelming any of the campaign photos.
I also used Barnes and Noble as a reference because of their "Monthly Picks" campaign. I felt it was a creative way to engage both staff & customers, as well as highlighting lesser known books & authors that might be less talked about or rarer to find in-store.
I also used a variety of Instagram accounts (both local to Sacramento and international) to help visualize the idea of a curated and stylized Instagram account feed.
I chose to use an overall lighter appearance to the campaign posts, with darker elements within. I didn't want the account to feel too dark, since I chose to use a darker interface for other touch points following this one. I felt it looked cleaner and allowed me to play up the quotes. I used quotes from the authors of the books and more specifically, from the books pictured, to create interest not only in the design but also the physical content of the book.
social media campaign sketches - possible ideas, layouts, formats
