New York
Public Library’s “Insta Novels”

Agency ········· Mother New York
Medium ········· Digital
Launched ······· August 2018
Role ··········· Beta Tester



Insight

Less people were buying physical print and instead did most of their reading on their phones, albeit on their socials moreso than reading actual literature.

Solution

With the New York Public Library's Insta, free (and public) literary books were released online into the feeds of thousands of young people through the usage of Instagram stories.

Aided in beta testing the release of "Alice in Wonderland" on Insta.

Impact

The campaign amassed 13,000 new followers in the first 24 hour, 300,000 Insta Novels read, and covered in
700+ publications including Vogue, AdWeek, and The New York Times.

Awarded: 2019 Webbys Winner in Social - Best Use of Stories.

1 Cannes Gold Lion in Design, 1 Silver Lion in Digital Craft, 1 Bronze Lion in Mobile, and 1 Bronze Lion in Social & Influencer.

...and more.