How it works
i-cue runs a subscription based reading program for children between the ages of 6 months to 12 years. Each month by subscribing to the program, the child will receive a well researched and age appropriate set of 5 books called the Book Kit, which will be delivered to them at their doorstep. The child will enjoy and read the books for 15 days, by the end of which i-cue will be back at your doorstep to deliver a new set of books and to collect the previous set.
Task
To highlight the features of the product we created a series of creative posts as a social media campaign featuring the corporate, tactical and promo aspects of the brand for Facebook and Instagram.
The program is child centric. Their expertise does not just lie in just the curation of books by a team of experts, but also matching the books to the children by categorising them according to age groups, child’s interest, comprehension, exposure to books and reading levels. The books are sourced and hand picked from all over the world. Books are ‘Curated for Curious Minds.’
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Corporate posts (set 1) – Here we launched Graycell the character, of the brand. As he is positioned to be the child’s reading buddy at i-cue, we used him to call out relevant features of the brand. He’s fun and witty too!!
Corporate posts (set 2) – Posts were created on the benefits of being part of i-cue. As the target audience are the parents we needed to highlight the main feature ‘Reading Program from i-cue.’ We worked around the visual language of ‘spreading warmth’ showing kids and adults bonding over books.
Feature posts – Here we showcased the different book kits that were categorised for different age groups.
# The ‘YouGottoReadThis’ campaign. A simple device, where we quote interesting lines from
books that are extensively curated by i-cue.
