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Using social media to recruit the next generation of publishers.
The Avatar campaign represented a dramatic change in style and message for HarperCollins, but one which was necessary to achieve cut-through in the target market.
I focused on digital channels with minimal use of traditional media to drive traffic. Students were encouraged to interact with the brand via a dedicated microsite and a Facebook page updated by current HarperCollins interns.
This two-way communication inspired a great deal of close brand interaction and established HarperCollins as a genuine digital leader.
The campaign generated a huge response with 4,000 unique visitors in the first four weeks. Both schemes were tremendously over-subscribed, and crucially, with their desired digital breed of student.