New York Stories Strategy Breakdown

Great ideas are like a great story, they pique a reader's attention and take them on a journey that has a twist but finishes with a surprising outcome/conclusion.

And the story behind this idea is worth telling.

The plot to this Strategy On A Page is the multi-award winning idea ‘Insta Novels’ by Mother New York for the New York Public Library to get young people reading again.

A Strategy On A Page is like a short story that takes a client and the team on a clear strategy journey.?

Where ‘Insta Novels’ is unique is that the creative approach brought classic novels into the 21st century by hacking Instagram stories, using beautiful illustration and contextual media that targeted the mindset of our audience.

Let’s look at the spot for ‘Insta Novels’ and put it into a Strategy on a Page

Business problem

Readership levels were dropping as young people were checking out social media and not checking out books with only 20% actively reading

The consumer problem

In an instant and effortless digital world, going to a library took too much time and effort

The insight

Young people are interested in different stories, the social media ones not the analog ones

The solution

Let them experience a story by taking the library to them

The Consumer goal

Saving young people time to check out a great story in an instant

The?business goal

Drive readership numbers up, making reading more accessible for a new audience

Thanks to Strategy Finishing School member Matthew Osborne for helping to deconstruct this strategy with me.?

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