Driving Worldwide Social Media Engagement for a Not-For-Profit

About The American Booksellers Association

The American Booksellers Association (ABA) is a national not-for-profit trade organization, working with booksellers and industry partners to ensure the success and profitability of independently owned book retailers, and to assist in expanding the community of the book.

Challenge

The ABA partnered with Basis Technologies to help bring their in-store events campaign “Don’t Box Out Bookstores” into the digital space to extend their messaging and drive engagement. The event brought attention to convenience culture and its effect on independent bookstores across the country.

Solution

Basis Technologies' Media Strategy and Activation team developed a Twitter campaign that targeted journalists, activists, and book lovers that would support and spread the word. In parallel, the team geo-targeted readers within a ten-mile radius of any independent bookstores to help drive foot traffic.

Results

The campaign generated national press across the country from publications such as The New York Times, LA Times, The Washington Post, The Chicago Tribune, The Miami Herald, Forbes, Business Insider, Daily News, and more. The campaign even reached global heights with mentions in Europe, the Philippines, Indonesia, India, and Russia.

Business Impact:

• 9,139 mentions
• 538,000 likes
• 2.8MM shares
• 3.4MM interactions
• 112MM reach

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Marketing Manager, American Booksellers Association

"Before the campaign, 25% of independent bookstores were in danger of closing, and since the launch of the campaign, that number has drastically dropped to 5%."

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