You Just Started a Book 

For as expansive as Amazon has become today, they first started as a book seller.

As new generations of readers come up, social media is taking a bigger bite out what people do in their free time.

Amazon wanted a campaign that could help reignite the love of reading with this challenge in mind. 

During the pandemic lockdown when we got this brief, this was something that was

already starting to happen in certain circles

But for the majority, today's bite-sized social media consumption is what dominates.

This new media reality has led to an increasing population of decelerating readers.

#YouJustStartedaBook was a simple, playful and clever contextual media idea designed to reignite the

love of reading by meeting people where they are.

Riffing off of the most consumed social content types and platforms, we created a highly contextual placements with excerpts from all kinds of books that were served up the start of some great books in disguise.

From Spotify music lovers to Instagram foodies, from to Tik-Tok Fashion followers to YouTube sneaker-heads,

from Twitch gamers to streaming entertainment bingers, we got them to start a book and enticed them to keep reading by simply clicking them onward to title they started on Amazon books.