OPRAH'S BOOK CLUB

Expanding Oprah’s Book Club on Instagram

Challenge:
With the launch of Oprah’s Book Club on Apple TV+, the goal was to reignite enthusiasm for the beloved book club among a modern, digital-savvy audience. The challenge was to build a deeper connection between authors, readers, and Oprah herself while creating a space that felt inclusive and engaging for book lovers of all backgrounds.

Solution:
We expanded Oprah’s Book Club onto Instagram, crafting a dynamic social strategy to bring the magic of books and storytelling to a new generation. Our approach included:

• Exclusive Glimpses into Oprah’s Life: Sharing behind-the-scenes content to make the community feel personally connected to Oprah.
• Engaging Content Mix: Incorporating memes, inspirational quotes, and culturally inspired bookshelf pictures to spark joy and conversation.
• Community-Centric Engagement: Encouraging user-generated content to create vibrant discussions around reading and amplify the voices of diverse readers.

By prioritizing organic growth and fostering a sense of community, the Instagram account became a hub for meaningful conversations about books and authors.

Results:

• Achieved nearly 1 million followers organically, with no paid ads.
• Made Oprah’s Book Club feel relevant and accessible to a younger, social media-savvy audience.
• Strengthened the connection between authors and readers, enhancing the overall experience of the book club.

This strategy not only complemented the launch of Oprah’s Book Club on Apple TV+ but also cemented its presence as a modern, inclusive space for book lovers everywhere.

Team:

Creative Director Rebecca Rumble
Associate Creative Directors Abram Seaman & Natalia Fredericks
Copywriter Meghan Lai
Illustrators Bria Benjamin, Lucy Kirk, & Laci Jordan
Art Direction & Design Mariam Farooq