Penguin Random House shows how 2021 shaped our reading in year-end campaign

In recent years, data and stats on our annual consumption habits have influenced year-end campaigns from streaming platforms, social media giants and web platforms, with Spotify leading with the way with its annual Wrapped campaign. This year, Penguin Random House is celebrating our reading habits in a similar way. An end -of-year campaign from the storied publishing house sheds light on how books have shaped 2021, delving into key trends that have emerged throughout the year. For example, the day after the inauguration, 14,820 people pre-ordered the print edition of 22-year-old poet Amanda Gorman’s "The Hill We Climb." It went on to sell 200,000 copies in its first week of publication in March. Gorman's poem inspired the campaign's tagline, "Find your Light." It includes a video narrated by comedian and author Phoebe Robinson, which highlights books that went viral, genres that were popular, and readers’ interactions with Penguin Random House’s featured books and authors. The campaign, which was created by Brooklyn-based agency Posture Media, also includes digital and social media as well as out-of-home advertising in 10 cities across the U.S. In addition to a billboard in Times Square, there are ads in New York City subway cars and digital screens in Los Angeles, Chicago, Philadelphia, Dallas, San Francisco, Washington DC, Houston, Boston, and Atlanta. Other trends the campaign highlights include the growth of romance and sci-fi, in particular manga titles, as people sought to escape from the trials of 2021; books that celebrated Black excellence (Barack Obama’s audiobook of "A Promised Land" was listened to for "more than 4,255 years" in 2021); children's literature that addressed serious issues such as anxiety and grief; books that uplifted Asian American voices and "emotionally devastating" titles such as Hanya Yanagihara’s 2015 novel, "A Little Life," which won over a new generation of readers on TikTok. “This campaign takes the viewer on a reflective journey of the year by highlighting books that went viral and helped build community — particularly on TikTok with the increasing popularity of #BookTok," said Winter Mendelson, founder and executive creative director at Posture Media, in a statement. "Whether it’s watching a creator learn new recipes or crying over this year’s saddest book, it’s fun to see how someone chooses to recommend their favorite reads. This sharing creates a domino effect of encouraging others to read the same book and open up about their experiences. It’s beautiful and wholesome to witness.” “Books remained the connective tissue of cultural movements and community-building throughout 202,1 and this campaign serves as an invitation for more individuals to join in on this incredible passion for reading," added Sanyu Dillon, executive vice president and chief marketing officer at Penguin Random House. "Working with Posture Media, we have been able to visually bring to life the cultural relevance of books in a new and creative way that makes reading approachable, fun and exciting. We hope this campaign raises awareness of books, inspires discovery and helps readers to find their next great read.”

Penguin Random House shows how 2021 shaped our reading in year-end campaign

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