BIBLIOPHONE (Online audiobook platform: bibliophone.com)
About BIBLIOPHONE
BIBLIOPHONE is an online platform for audiobooks. Anyone can publish their work and anyone can listen for free. It is a not-for-profit venture which runs competitions to raise money for charity causes. Personalities found on the platform include Harry Potter star Katie Leung, Hollywood actor Fred Melamed (“One of the best Coen brothers characters of all time”) and number 1 singer-songwriter Maria McKee.
You can find BIBLIOPHONE at bibliophone.com
The challenge
BIBLIOPHONE ran a competition to raise money for the Scottish Refugee Council, a charity who help refugees from all over the world to build better lives for themselves.
They wanted to run an advertising campaign across their Facebook and Instagram channels with the aim to encourage competition entries frmo the writing community. The winning 1000 word story was to be narrated by Harry Potter star Katie Leung and published in audio format on BIBLIOPHONE’s homepage.
BIBLIOPHONE wanted to split test two different ad copies, keeping the same image for both.
The solution
The strategy for this campaign was to identify the benefit to entering the competition, and to identify interested contestants. What kind of writer would enter? What do they gain from winning, and what could they gain from taking part?
It wasn’t enough to offer the prize alone: there had to be a real benefit to opening the advert, learning more about the competition, and taking the time to write a 1000 word story.
The benefit was two-fold. Firstly there was the chance for an aspiring author to have their words spoken by a big-screen actor. Secondly, since the entry was a charity donation, just by taking part they would be helping a good cause.
Both options had to feature both benefits, but each would highlight the alternative one. It was important to go into the deeper benefits of winning: what impact might winning have on an aspiring writer? In this case it would be to build their author platform and get their work in front of a new and hopefully wider audience.
Facebook allows for copy on images, but only 20% of the image can be overlaid with text. That meant the message had to be punchy and to-the-point, appealing to readers in only a few words. Linking the action of taking part in the competition to the impact that had was of paramount importance. The simple expression, ‘Your writing, their future’ conveyed both elements in only four words. In addition, the hashtag #WriteForRefugees was catchy and would help grow publicity as the competition was shared across social channels.
Website copy
In addition to the copy for these ad mediums, I wrote web copy for the following pages:
The competition introduction and entry page: https://www.bibliophone.com/1000-words-heard-2021/
The terms of entry page: https://www.bibliophone.com/1000-words-heard-2021-terms-of-entry/
A ‘Supporters’ Zone’ to attract more donations: https://www.bibliophone.com/1000-words-heard-supporters-zone/
Talk to me if you would like dynamic copy written for your website that inspires your users to take action.
BIBLIOPHONE
Online audiobook platform: bibliophone.com
(Scroll down for advertisement images)
About BIBLIOPHONE
BIBLIOPHONE is an online platform for audiobooks. Anyone can publish their work and anyone can listen for free. It is a not-for-profit venture which runs competitions to raise money for charity causes. Personalities found on the platform include Harry Potter star Katie Leung, Hollywood actor Fred Melamed (“One of the best Coen brothers characters of all time”) and number 1 singer-songwriter Maria McKee.
You can find BIBLIOPHONE at bibliophone.com
The challenge
BIBLIOPHONE ran a competition to raise money for the Scottish Refugee Council, a charity who help refugees from all over the world to build better lives for themselves.
They wanted to run an advertising campaign across their Facebook and Instagram channels with the aim to encourage competition entries frmo the writing community. The winning 1000 word story was to be narrated by Harry Potter star Katie Leung and published in audio format on BIBLIOPHONE’s homepage.
BIBLIOPHONE wanted to split test two different ad copies, keeping the same image for both.
The solution
The strategy for this campaign was to identify the benefit to entering the competition, and to identify interested contestants. What kind of writer would enter? What do they gain from winning, and what could they gain from taking part?
It wasn’t enough to offer the prize alone: there had to be a real benefit to opening the advert, learning more about the competition, and taking the time to write a 1000 word story.
The benefit was two-fold. Firstly there was the chance for an aspiring author to have their words spoken by a big-screen actor. Secondly, since the entry was a charity donation, just by taking part they would be helping a good cause.
Both options had to feature both benefits, but each would highlight the alternative one. It was important to go into the deeper benefits of winning: what impact might winning have on an aspiring writer? In this case it would be to build their author platform and get their work in front of a new and hopefully wider audience.
Facebook allows for copy on images, but only 20% of the image can be overlaid with text. That meant the message had to be punchy and to-the-point, appealing to readers in only a few words. Linking the action of taking part in the competition to the impact that had was of paramount importance. The simple expression, ‘Your writing, their future’ conveyed both elements in only four words. In addition, the hashtag #WriteForRefugees was catchy and would help grow publicity as the competition was shared across social channels.