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.
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:
Established a dedicated, closed community for super loyalists of 15,000
Launched and scaled ThriftBooks to become the number one bookseller brand on TikTok
Increased social media impression by 327% and engagements by 108%