CLIENT ThriftBooks
Year
2023
Services
Audience, Channel + Content Strategy.
Making ThriftBooks as beloved as reading itself
BRAND CHALLENGE
Thrift Books is the largest online seller of previously owned books. We were hired to take advantage of the passionate macro-trends of reading to drive awareness, growth and followers, and ultimately, sales and LTV.
Driven by the well-established marketing principle that consumers prefer to support brands who align with their values, HOW developed a marketing and content strategy that was laser-focused on building ThriftBooks as the leader in turning a single book into a community experience by de-limiting its potential.
OUR STRATEGY
Using a combination of the company’s own people, UGC, and creators, we developed a data-informed, sentiment-led message map. Also – indicative of how resourceful and committed HOW is to its clients – some of those creators included members of the ThriftBook team. Here’s a link to one such post.
We aligned this message map with different channels, Instagram, Facebook – and of course, TikTok’s #BookTok- each demanding executions bespoke to their design and audiences. #BookTok is of particular note; begun with a focus on young-adult fiction, it rapidly exploded to revolutionize book selling across-the-board. It became a core partner for us.
Our ever-trending message map included:
- Seasonal moments like holiday giving, Mother’s Day, beach-reading
- Insights into ThriftBooks, like how we process thousands of books a day
- Genres like YA, crime, romance
- Building trust in quality
- UGC; passionate consumers singing the praises of the pages
- Featured writers
- Newsjacking
KEY RESULTS
54%
increase in audience size
50M+
views on video content
26%
increase in conversion rate
