8909 Digital, social media partner to Exclusive Books, has rolled out a #BookTok campaign for the brand. The campaign, which leverages the global TikTok #BookTok trend, sees 8909 Digital running a creator-led, cross-platform campaign featuring relevant trending books on a monthly basis, which complements the “EB Recommends” platform, as well as the brand’s virtual book club.
Exclusive Books has a rich history – a colourful past of peaceful protest, fascinating stories and a family of staff, all boasting eclectic and wide-ranging knowledge, with personality and authority made possible through passion and an undying love of literature.
Batya Bricker, General Manager of Books and Brand for Exclusive Books, notes that Exclusive Books is a traditional business with a brand that has operated in the physical space for 70 years, and a big part of this campaign was to leverage the power of digital to take the brand into a new space – with the right social media partner. “Exclusive Books is a brand that punches way above its weight. Many are surprised when they hear how small our team is! In addition to this, social media and digital is still new to us as a brand, and so we were looking for a social media partner who is driven by creativity and who are experts in the space, but who would also take us on a learning journey so that we too can broaden our understanding of the potential of digital. When it comes to partnerships, whoever we work with must love books, reading and Exclusive Books. We always find that authentic passion shines through in the work produced. If we can talk books with our partners, we know we have a match. 8909 ticked all of those boxes for us, and their execution of this campaign is testament to their creativity and expertise,” says Bricker.
“The #BookTok trend has quite literally revived the global publishing industry. We’ve witnessed how a simple online trend has become a key driver of fiction book sales the world over. It’s an exciting time for Exclusive Books, and 8909 is honoured to have been entrusted with ensuring the global trend translates well to the local reader community. We’re in the business of culture-shift so it’s always an interesting journey when we work within industries that are new to us – the insights and learnings are aplenty; it makes us better and drives the business forward,” says Yuvisti Ramgulam, Head of Client Service at 8909 Digital.
Founded in 2015 by Mckivergan, 8909 is a digital agency that believes that human behavioural psychology and meaningful digital data should be the starting point for any effective marketing campaign, and data should be used as a continual benchmark to evaluate ongoing success. The agency’s unique approach to Quantified Creativity, and the value and return that this approach brings to clients, is what sets them apart from other agencies. The agency, which covers all aspects of the digital marketing ecosystem (including, but not limited to: research, strategy, creative, media buying and influencer and community management), has clients in Africa, the Middle East, the UK and the US, and most recently welcomed Paramount (Comedy Central, BET, Nickelodeon, MTV) into their portfolio alongside their other clients such as GSK (Med-Lemon, Aquafresh, Grandpa), Flora, Eskort and many more.
