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Publishing House Nemira's Bookvertising Gets Brands to Promote Other Products

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Publishing house teams up with Saatchi & Saatchi and The Geeks to offer brands the chance to adopt books as props in their ads

Publishing House Nemira's Bookvertising Gets Brands to Promote Other Products

How do you get international brands like Cheetos and Johnnie Walker to promote other products in their ads? #bookvertising, a Romanian platform has the answer.

To combat the low budget for promoting authors, Nemira (a Romanian publishing house) piggybacked on brands’ spotlight - by turning their ads into book ads. Introducing 'BOOKVERTISING' - the first platform in the world where brands could enter and adopt books as props in their ads.

Brands could enter and adopt the books they need from publishing house Nemira and seven other competing publishing houses that later joined www.bookvertising.ro.

Over 50 international and local brands adopted books for their digital content in posts, stories, and videos on Facebook and Instagram, giving much-needed visibility to books. The campaign exceeded its original expectations - books are adopted in TV commercials, outdoor advertising, the biggest commercial catalog from Kaufland, and window displays, generating 1.2 million euros in earned media.

Not only did Bookvertising spark a national conversation about reading in the communities of writers and readers, leading tv shows, and across the media; it also successfully got the largest Romanian TV stations to join the initiative introducing a new PSA encouraging people to read at least one book a month.

Within two months, Bookvertising generated +730% impressions and is expected to deliver up to nine million impressions in a year while continuing to be a timeless and open platform for Romanian publishing houses and brands.

CREDITS

Brand
Agency / Creative
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Publicis Groupe Romania, Wed, 26 Oct 2022 15:10:25 GMT