LULU
Lulu is a self-publishing platform that offers print-on-demand book printing services, allowing customers to create or sell physical and e-books. The company provides many customizable options for book formats, sizes, and covers. The Aim of this campaign was to promote Lulu’s services for creating custom cookbooks, targeting individuals looking to create a personal recipe book and those wanting to sell their culinary creations. The campaign was executed through Instagram and Facebook, utilizing visuals and videos to drive awareness and conversions.
Social Media Content Strategy
The theme of the posts was built around creations being turned into personal and professional printed recipe books, emphasizing the customization, quality, and print-on-demand service offered by Lulu. The posts feature a consistent blue & purple colour scheme, aligning with Lulu’s brand identity colours. The messaging was designed to entice potential customers, showing how easy it is to design and print their own cookbook. Each post communicates the ease of the process as well as highlighting the high-quality and print-on-demand service.
The Instagram posts were designed using Canva and were made to reflect Lulu’s brand identity. Images of beautifully designed cookbooks were implemented to showcase the various designs and the final product’s exemplary quality. The captions were crafted to persuade viewers, with soft call-to-actions encouraging them to create and print their own cookbooks. Ultimately engaging captions paired with clear visuals were used to drive interest and encourage the users to take action.
Example Instagram Posts:
Promotional
Facebook Video:
A Facebook video was chosen for its ability to capture attention and drive awareness, especially given that Lulu has a large follower base of 100k+ on Facebook. Using a video also allowed for storytelling and the ability to showcase the books in use.
The Facebook videos theme was to show the high quality books being used in an average day-to-day environment, with the message being to highlight the variety of customization options and the high quality of the printed books. The video then ended with a clip of Lulu in order for new impressions to take action with the company and become brand-aware and to incorporate brand recognition for previous customers of Lulu.
Campaign Summary
This concept campaign uses both Instagram & Facebook to showcase Lulu’s print-on-demand service for creating cookbooks. By using visually appealing content and persuasive messaging, the campaign inspires people to create both personal or professional culinary creations. Through both Instagram posts and Facebook videos the concept campaign aims to raise brand awareness and drive conversions. Aligning with Lulu’s brand identity and focusing on the customer experience helps position Lulu as the go-to platform for cookbook creations.
