AMERICAN LIBRARY ASSOCIATION ( ALA)
OUR CHALLENGE:
As the world's oldest and largest library association, the American Library Association wanted to make libraries lit again while promoting local libraries' free services and amenities. Our charge was to develop a social-driven campaign that leveraged an owned program while educating and entertaining target audiences around the joys of their local library.
Solution:
To commemorate Library Card Sign-up Month, CCG developed an integrated marketing campaign across traditional media outreach and snackable video content optimized for Instagram Reels, aligning with the channel’s algorithm, to push people to sign up for a library card. We featured librarians, ALA association members, and community advocates across a vignette of entertaining reels to remind consumers that libraries are the OG in social media, epicenters of information, and the free services they can enjoy. At the end of the day, we leveraged internet culture to drive people to sign up for a library card.
