/ CLIENT
Goodreads
/ CONTRIBUTION
Art Direction, Brand Design, Campaign Building
/ TOOLKIT
Adobe After Effects, Illustrator, Photoshop, Eleven Labs, Midjourney
/ TEAM
Anna Lyle Collett (AD), Hannah Boyd (XD), Sarah Newman (ST), Paris Cipollone (CW)
Once heralded as the pinnacle of online book communities, Goodreads faced a decline after its 2013 acquisition. Amidst the rise of BookTok and Bookstagrams, reading communities are thriving, but Goodreads lagged behind. It's time for a revival. Let's tap back in by creating a tonal shift around the Goodreads brand, making the old feel new again.
/ OUT OF HOME
Showcasing different genres and storylines, we'll invite readers to rediscover the stories they love by tapping back in.
/ ADS ACROSS AMAZON PLATFORMS
Promoting audio and visual advertisements across the Amazon, Goodreads' parent company, ecosystem. This is to enhance visibility and leverage available integration features.
To kick things off, we have Audible, the audiobook platform owned by Amazon. Next in line comes Kindle, Amazon's e-book devices, featuring loading screen integrations.
And then upon receiving a book purchased on Amazon, you’ll receive the exclusive Goodreads x Prime packaging.
In these packages, we'll send direct mail spotlighting the community-focused updates. This includes our latest additions like the enhanced feed, half-star ratings, and personalized book club recommendations.
/ GOODREADS x NYC SUBWAY
To further enhance community-building, Goodreads will partner with the NYC subway to invite readers to tap into a exclusive readers room.
This will start by targeting subway riders when they tap into the train.
Following directions posted in the subway system, they'll find their invitation on the side of the subway car.
From there, riders enter the Goodread x NYC Subway experience.
/ MERCH
Finally, we’ll given reading influencers a way to show off their love for the refreshed Goodreads app with exclusive candles that will be scented like areas people read. .
Fireside Pages: Cozy Fireplace Reading Candle
Lounge Library: Inviting Living Room Reading Candle
Café Chronicles: Espresso-infused Coffee Shop Reading Candle
/ THE APP
The updated app centers on bringing the community back to Goodreads based on user feedback and testing.
/ PROCESS & REFLECTIONS
Goodreads is a cherished platform, but it also proved to be a source of frustration for many users. We started by conducting interviews and 1:1 conversations with both avid and casual readers. We found our opportunity by identifying the missed opportunities in the current app. There were so many things readers missed from the app, so they found other places to find community. With our updates, it can become the go-to destination for readers again, the home for read to tap back in.
Balancing a brand's identity while also infusing it with freshness and vitality is a challenging, yet exciting task. As a Goodreads user, it was essential for me to center my work around our findings to create a successful campaign.
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