My role: Social Strategist

EOY Campaign Launch

Every year, the Amazon Books Editorial team curates a list of the Best Books of the Year (BBOTY), which includes the team’s favorite reads published between January and December. Due to the expertise of the team, many of the Editors' picks become sold-out bestsellers and are customer favorites.

With an annual list that dates back 22 years and is typically released through traditional outlets (morning news show, email blast, press release), our clients came to us to make this campaign a buzz-worthy moment on social.

Campaign background:

If you could imagine the deliberation between selecting the Top Books of the Year with a group of intelligent, sassy, vivacious, and quirky women, then you’d get something like the Bon Appetite test kitchen but with the Amazon Books Editorial team. We wanted to position our genre-based experts as Book authorities.

Strategic Way-in:

The booktok community values curated products from humans — not data. The personalization of curated products from a human-centered connection (our Editors) offered our audience a sense of belonging. The term “I feel seen” isn’t driven by AI but by the human element of relatability.

Our social campaign included beats that teased, revealed, and sustained the conversation around cultural EOY recaps. We also created author templates for publishers and authors to share on their social channels, which generated earned media coverage.

Results:
The campaign was launched during a peak holiday season and concurrent with our other influencer campaigns. Despite facing competition, we surpassed our KPI benchmarks, achieving growth in views, reach, and engagement rate.

Always-on Content

I also identified trend-forward content to drive conversation and foster community with our followers.

From topics that hit on the zeitgeist, trending sounds, and relating to our community, I dove into the BookTok and Kindle community and surfaced these trends to our creative team to concept our own way in. We worked with our in-house content creator to create these moments.

Influencer Campaigns

We sourced and collaborated with micro and mid-tier Booktok content creators for tentpole moments.

We leveraged the reach of content creators to increase awareness of our promotion periods and create an alway-on ambassador approach focusing on inclusive and BIPOC creators. My role was to craft creative briefs with a strategic through line that our creative team can apply when crafting their creative concepts.