Ebury’s ‘Books Are My Bag Secret Santa’ – the first ever book-themed Secret Santa takes place on YouTubeMonday, December 23rd, 2013
As the new Consumer Outreach and Marketing Coordinator at Ebury Publishing one of the things I get to do is to come up with ideas that allow us to engage more directly with people love books. This December I got to do just that by organising the first ever book-themed Secret Santa to take place on YouTube: Ebury’s ‘Books Are My Bag Secret Santa’.
6 of the UK’s most talented and influential YouTubers/vloggers agreed to take part in Ebury’s book Secret Santa. Like me, they are all in their early twenties, they are all from different communities on YouTube and (unlike me) they have a combined reach of almost 2 million subscribers. In a bid to promote the love of books, these 6 YouTubers will all be featuring Ebury books, as well as bookshops and books from other publishers, in an exciting 12-part videos series this December/early January.
Secret Santa is usually about trying to guess who bought presents for ‘x’, but the twist with Ebury’s ‘Books Are My Bag Secret Santa’ is that it’s more about allowing people who watch these vloggers’/YouTubers to guess who the books are for. I came up with this social video campaign as part of Ebury’s vlogger outreach and teamed up with 6 of the UK’s most talented and influential YouTubers, Books Are My Bag, and National Book Tokens to make it happen.
The aim was to help the YouTubers create really fun and engaging videos that would encourage different YouTubers to collaborate with each other; and to also allow different YouTube communities (book, travel, beauty/style, lifestyle, vlog etc) to be exposed to each other, whilst simultaneously creating an awareness of books and bookshops.
Each vlogger was assigned another YouTuber to gather a bundle of books for. Ebury sent each of them a selection of Ebury books that we thought their nominated Secret Santa would like, as well as wrapping paper, and a National Book Token gift card so that they could add to the bundle.
So, armed with Ebury books, a set of National Book Tokens and a Books Are My Bag tote bag, Rosianna Halse Rojas, Booksandquills , Patricia Bright , Alex Day , Carrie Hope Fletcher , and Justkissmyfrog headed to their local bookshops and then back home to make 2 videos about purchasing and receiving the perfect set of books for Christmas – each in their own personalized vlogging style.
The first set of videos is about choosing the best set of books for Christmas - each YouTuber’sselection is a combination of Ebury books they have been sent and books the YouTubers choose from a bookshop. This video will be uploaded before Christmas.
Here are 7 of 12 the videos which have already been uploaded (so far they have had a reach over 250,000 views)
Rosianna Halse Rojas’ 1st video
Booksandquills’ 1st video
Patricia Bright’s 1st video
(go to 8.20 for the section on the Secret Santa project)
Alex Day’s 1st video
Carrie Hope Fletcher’s 1st video
Justkissmyfrog’s 1st video
The second video that each of the YouTubers is making will be about the books they received from their Secret Santa (a combination of Ebury books and books their Secret Santa purchased from a bookshop).
Rosianna Halse Rojas’ 2nd video
The campaign was devised by Ebury as a way to engage with the YouTube community and YouTube talent; as well as to promote books and bookshops, and further actualize the ethos underlying the Books Are My Bag campaign. Young people, and more specifically that 13 – 30 year old demographic who watch YouTube videos, are the key to safeguarding the future of books and bookshops, so it seemed only fitting that we work with 6 YouTubers. What has been most exciting (other than the videos that each of the YouTubers has made) is the response.
The response and comments so far from the YouTubers involved, the YouTube community, andthe people who watch their videos has been incredible. This is indubitably due to the fact that each of the videos has been unique, idiosyncratic, entertaining and shown thoughtfulness and a genuine passion for books. This could not have happened without these YouTubers’ talent and their generosity of time.
Many thanks to the inimitable Patricia Bright, Rosianna Halse Rojas, Sanne Vliegenthart, Leena Normington, Carrie Hope Fletcher and Alex Day.We hope you enjoy your books!
And to everyone who has watched these book-themed Secret Santa video we also look forward to organising something just as fun, exciting and ambitious next year!
You can watch and find all the videos that havebeen (and will be) uploaded in our playlist