Bookshelf for you
This project is an effort to gift books to children in highland areas for the 2024 Mid-Autumn Festival. Our aim is not only to spread the project’s message within the community, inspiring social awareness and book contributions, but also to encourage young people to journey to these remote regions. We hope they gain valuable experiences and a deeper understanding of life in the highlands, bringing warmth and connection to both givers and receivers.
course
Digital Content Creation
completed
April 2024
Result
91/100
Scope of Work
Leader
Planning
The Requirement
Plan an IMC strategy that reflects dynamism, excitement, and community values. This project should be a space where young people can fully live their passions and embrace the spirit of “Life is giving and receiving”
The Solution
This project is born from an insight that “Children’s books are powerful keys to unlocking creativity and imagination“. For many, these books sparked inspiration, and even opened doors to future dreams. Recognizing this, our campaign seeks to bridge generations, inviting young creatives to share not just books but the values, joy, and wonder that have touched their lives.
We named the campaign “The Creative Legacies,” with a heartfelt message: “Give away the books, memories, and values you cherish, so they may continue to inspire and live on in the hearts of future generations.” We envision this as more than a project; it’s a shared journey, a meaningful way to let our passions and stories endure, touching young lives for years to come.
A brief English Translation
Phase 1 - Awareness (Slide 9)
Duration: July 1st – July 20th
Objective: Capture Target Audience’s attention
Key hook: A short video clip called “The GenZ Legacies” about a person (main character) who, as a child, used to role-playing characters in books that led to his/her current career.
Supporting Tactics:
- Tiktok Challenge
- Transforming Trend: taking inspiration from the short video, the participants will transform from their young-self role-playing a career into their current self pursuing that job.
- Social Media
- KOLs
- Incharge of leading the Tiktok Trend
Phase 2 - Engagement (Slide 10)
Duration: July 21st – August 15th
Objective: Spread the message
Key hook: My Story Challenge – A challenge that takes place on Social Media Platforms about sharing personal stories, memories about a book that gives the participants motivations/inspirations related to their career.
Supporting Tactics:
- KOLs/Influencers: Specifically people who are experts in each creative field will share and encourage their followers to participate with hashtag #MyStoryTSCM
- Social Media
- PR
- Facebook Communities which are popular with GenZ
Phase 3 - Amplification (Slide 11, 12)
Duration: August 15th – August 31st
Objective: Call to Action (gifting books and participating in the tour)
Key hook:
- Gifting books: Pop-up Booth at book conventions
- Tour: A digital album called “Our Treasure”
Supporting Tactics:
- Words of mouth
- There will be digital templates (for story, avatar on Social Media) for people who gifting books.
- Encouraging people to share their messages for the children going to receive the books through their Social Media using templates.
- Social Media
- Email Marketing
