Kindle Unlimited
Advanced Art Direction Class
This was an individual project for my Advanced Art Direction Class. For this course, we chose a brand to be our client on the first day of class and developed a campaign throughout the semester. Because I am an avid reader of both physical books and eBooks, I decided to work on a campaign for Kindle Unlimited, who I thought had less than stellar active promotions.
The Ask
My research showed that Kindle Unlimited offers over 60,000 children's books in its catalog - but this fact is hardly advertised to potential target markets. Most of the public is not aware that Kindle offers children's books and that their app can show illustrations - just like a physical children's book. Hence, I decided to create a campaign that focused on increasing Kindle Unlimited subscriptions in parents aged between 35 and 55 years old with one or more children under 10 years old. The campaign's goal was to both increase subscriptions by the designated target audience by 25% and to increase the number of downloads for children's books by 50% on said accounts. Both goals would be tracked for a year after campaign launch.
The Insight
To make parents associate the benefits of subscribing to Kindle Unlimited with the benefits of bonding with their children through a bedtime story. My creative concept revolved around the bedtime experience parents and children have when reading a story together, focusing on "happily ever after" imaginary worlds while making lifetime memories.
I decided on print ads as one of the main promotional materials due to the fact that both the Kindle app and Kindle devices show ads when the devices initially wake up from sleep. Other elements for this campaign included a billboard, merchandise, and a social media campaign - including a Facebook group in which parents could recommend to each other their next "happily ever after".
The Result
Print Ads
Billboard
