/ 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 honor its past, rejuvenate the app, and prioritize the reader's experience.
/ OUT OF HOME
Focusing on favorite genres and storylines, we'll showcase updated app features, including the introduction of half-star ratings.
/ LETTERS TO READERS
We'll launch direct mail campaigns to existing Goodreads users, spotlighting the community-focused updates. This includes our latest additions like the enhanced feed, half-star ratings, and personalized book club recommendations.
We'll expand our reach with long-form out of home that showcases these new features.
/ "A SECRET TO A GOOD READ" SPOOF BOOK x NEW YORK TIMES COLLAB
Launching a satirical publication, in collaboration with the New York Times, for a spot on the prestigious NY Times bestseller list. But, every page of this book is a QR code directing readers to the updated Goodreads app.
Within the New York Times app, "The Secret to a Good Read" will be prominently featured as the top selection. Upon tapping it, users will seamlessly transition to the updated Goodreads app.
Imagine this week’s NY Times best selling book has no words in it. Readers learn the secrets to finding a good read, nurturing healthy reading habits, and discussing books among friends (via the QR code).
/ "A SECRET TO A GOOD READ" SPOOF BOOK x NEW YORK TIMES COLLAB
Inviting users to engage in a whimsical book collaboration alongside the esteemed New York Times. The book, "The Secret to a Good Read," will preview in the top spot on the New York Times Bestseller list.
Within the New York Times app, "The Secret to a Good Read" will be prominently featured as the top selection. Upon tapping it, users will seamlessly transition to the updated Goodreads app.
To enhance the promotion of the collaboration, the New York Times will amplify visibility through additional coverage in their print publication.
/ SOCIAL MOTION
Spotlighting fresh app functionalities, showcasing the interface firsthand, and transitioning conversations to the digital realm.
/ ADS ACROSS AMAZON PLATFORMS
Promoting audio and visual advertisements across Amazon's ecosystem, which includes Goodreads, 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.
/ THE APP
The updated app centers on bringing the community back to Goodreads based on user feedback and testing.
/ MERCH
Finally, we’ve given readers a way to show off their love for the refreshed Goodreads app with exclusive merch.
/ 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 ravenous readers.
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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