In 2024 Bookmässan went middle age by turning 40 and came to us with the intriguing question “We know there are a lot of potential young Bokmässan-heads on Booktok. Can you help us reach them?”.
BookTok is the world largest book club. A community based on TikTok discussing all things literature. The community is so strong that it’s actually reshaping the publishing world, because all of a sudden a book doesn’t have to be new to be hyped or a best-seller. Books can become viral and blow up 10, or 100, years after they were first published which isn’t really what the traditional publishing industry is used to.
Let’s be real, if there is one thing we’re really passionate about it’s the Internet. We know that people turn to different channels and platforms to fill different voids, and that is why all channels need different strategies and content. TikTok needs to be witty and un-cringey, educational and entertaining, quick and just the right amount of sloppy and carelessly cool.
TikTok is no place to shove your cool visual identity in peoples faces. It’s a social media. A place to create community and be experimental, and above all create entertaining content that engages people - not advertisement. Because if you wanted to be exposed to something picturesque or curated, TikTok would not be the place to go.
The absolute core of Simma Lugnt’s business is making digital thingies that people actually want to use and interact with. We want our clients' target audiences to be moved — and actually move — thereby building a stronger relationship with the brand.
In this project, we found the perfect way to combine tech with content by creating an interactive TikTok filter where users could rank different literature genres and actively participate in content creation together with Bokmässan.
In this specific project, we took full control of Bookmässan’s TikTok-channel, meaning we did the content creation, editing, publishing and community moderation on-site throughout the full book fair week.
Long, and extremely fun days in close collaboration with the Bokmässan crew resulted in over 350 000 impressions (and still counting) without wasting a single dime on ad spend.
Not to brag (but also; to brag): we managed to gain an engagement rate of 9.1%. More than three times higher than industry benchmark.
"We had been considering for a while how to develop our presence on TikTok – an essential channel for young audiences and for a book industry in transformation, especially with the BookTok phenomenon. That’s why we chose Fia and Simma Lugnt, who expertly guided us in the right direction. With incredible dedication and complete know-how, they helped us reach the right target audience authentically and establish ourselves on the platform without coming across as boomers. Huge thanks to Fia and Simma Lugnt for that!" — Andreas Bäckman, Communicator, Bokmässan