Creativity Award 2019 Tech Application of the Year: New York Public Library, 'InstaNovels'
Agency: Mother New York
How do you encourage a love of literature in an Instagram world? Go directly to the platform to draw readers in. That was the thinking behind this inventive campaign for The New York Public Library from Mother New York, which delivered entire novels—such as Kafka’s “The Metamorphosis,” Charles Dickens’ “A Christmas Carol” and Lewis Carroll’s “Alice’s Adventures in Wonderland”—on Instagram. The novels were uploaded as Instagram stories and then saved as highlights on the NYPL feed, so users could access them at any time. According to the agency, the first 10 days of the campaign were the top 10 days of follower growth in history for the @NYPL account and, by the end of 2018, its following had grown more than 67 percent since the campaign’s launch in August.