BookTok x Booksona
To launch the Booksona experience, we tapped the people who would naturally share in our excitement— Booktok influencers across Instagram and TikTok. They enthusiastically created content promoting the interactive quiz and showing off their resulting book hauls in collab posts with @AmazonBooks.
The Booksona Experience
Visitors to DiscoverYourBooksona.com answered ten highly engaging questions (and up to three tie-breakers) using interactive mechanics such as responsive touch, motion parallax and gyroscope sensing.
Share Your Booksona
At the end of the experience, visitors found out which of the 54 unique Booksonas they are and received a breakdown of what each descriptor meant and a list of genres to check out. People could then share their results directly from the site or download them.
Booksona On @AmazonBooks
We kept driving traffic to the site with original paid and organic posts on both @AmazonBooks + @AmazonKindle social (IG, TW + FB)
Beyond Booksona
Once our social audience was familiar with Booksona, we continued to create evergreen content grounded in the experience. As a result, @AmazonBooks now has a completely ownable way to engage with book lovers and recommend books to them, standing out even during crowded times like the holiday gifting season.
Discover Your Booksona
Digital Experience for Amazon Books
Amazon got its start as a bookseller, and it’s always done an excellent job at recommending books based on previous purchases. But in late 2022, Amazon Books had a new mission: to inspire and celebrate all types of readers, regardless of how long it had been since someone purchased—or even picked up—a book.
We tapped into Gen Z and Millennials' desire for self-discovery and developed Booksona—the first-of-its-kind interactive reading personality quiz, built for mobile. Within minutes, users discovered their unique Booksona and received personalized book recommendations. They could then purchase their recommended books directly from the quiz site and share their Booksona results to their favorite social platform.
We launched the experience with a social-first campaign featuring collab content with BookTok influencers, traffic-driving paid media assets and engaging organic posts across both Amazon Books and Amazon Kindle social channels.
At the end of the two week campaign —
over 174k unique users had taken the quiz with a 90% completion rate
paid and creator content shattered engagement benchmarks
all platforms saw an increase in follower growth—97% PoP
Most importantly, @AmazonBooks now had a completely ownable way to engage with their followers and stand out in an otherwise crowded social space.
Agency: Laundry Service
GCD: Nath Mallon
Art Director: Leigh Ring
Copywriter: Anna Cincera
Designers: Kylie Agon, Mike Zawlocki
Site Build: Nexus Studios