About the Project:

This assignment was created to demonstrate marketing strategy, creativity, storytelling, and visual execution skills for the Marketing Generalist role at BookR — a platform designed to help users discover and consume books through quick, engaging summaries.

The project involved three main tasks:

1. Audience Research & Strategy

2. Campaign Concept & Messaging

3. Visual Communication & Execution

The How of the Process:

1. Research Methods & Strategy Development

To identify potential user personas and define acquisition strategies, you used a mix of qualitative and secondary research:

• User Behavior Analysis: Studied Gen Z and millennial reading habits through platforms like Reddit, BookTok (TikTok), Instagram Bookstagram, and student community forums.

• Persona Building: Applied frameworks from HubSpot and Xtensio to create two realistic and contrastive personas:

• Ananya Sharma (21, Mumbai): Digital-native, college student, social reader

• Rajiv Mehta (42, San Jose): Time-starved tech manager, prefers productivity and curated content

• Channel Selection Rationale:

• Online (e.g., Instagram Reels) for Gen Z to match consumption patterns

• Offline (e.g., Campus Pop-ups, Corporate L&D tie-ups) to directly engage at physical touchpoints

2. Creative Thinking & Messaging

I chose to focus on Ananya Sharma and designed a targeted Instagram campaign titled #BookInABlink with:

• A relatable hook: “Too many books, too little time?”

• Influencer-powered content: Book preview Reels

• Interactive elements: Story quiz, UGC challenge

• A human, conversational tone that connects with Gen Z audiences

3. Visual Communication & Execution

To translate ideas into visuals:  

• Created Instagram Story ad panels with hooks, product features, and CTA

• Designed a vibrant promotional graphic featuring a relatable young reader and CTA

• Drafted landing page copy to align messaging with campaign tone and drive conversions

Conclusion & Insights:

Through this project, I successfully:

• Identified the right audience (young, social, time-constrained readers)

• Designed a relevant and platform-native campaign that balances emotional storytelling and utility

• Communicated BookR’s value proposition clearly: “Quick, curated reading for your lifestyle”

• Delivered both strategic depth and creative execution in a cohesive manner.