Adapting printed Disney book content for an Instagram Story experience.
While I was working in digital marketing at Disney, I constantly created content to keep our social media following interested in new book releases. Posting styled photos of the book in a cozy setting received decent engagement, but these photos only allowed customers to judge the book by its cover. I needed a way to market the content inside the book without any additional budget.
I created an Instagram Story experience where customers could read a free excerpt from the Disney novel. And at the end of the excerpt, the user is presented with the option to "swipe up to shop" the book, which satisfied our business goal to sell more books.
I used my knowledge of UI design and social media to turn this marketing asset into an enjoyable e-reader experience on mobile.
Borrowing from the dark-mode aesthetic of an e-book device, I asked our designer to change the page color from white to black and the text color from black to white.
For additional readability and to reduce eye strain, I also asked to increase the font size.
Borrowing from the dark-mode aesthetic of an e-book device, I asked our designer to change the page color from white to black and the text color from black to white.
For additional readability and to reduce eye strain, I also asked to increase the font size.
After the customer finishes reading the excerpt, the Instagram Story concludes with a slide that invites the user to "swipe up to shop" the product.
In addition to posting the final files to @disneybooks Instagram, I also shared the final files with the @disney Instagram account in an effort to cross-promote the book to a wider audience.
And on February 11, 2020, the @disney Instagram (23.2M followers) featured the excerpt on their Instagram Story with a link to purchase, which drove 4.7M impressions and 2.6k link clicks.
