“Leia para uma criança” (Read to a child) is a campaign developed in partnership between Itaú Unibanco and Itaú Social Foundation that distributes books for free every year. Its goal of making the habit of reading more widespread faced a challenge in 2019 – expand beyond the physical world into the digital one. Since the idea was to reach the most people, the channel of choice was WhatsApp. Present on almost every Brazilian’s smartphone, the most daily accessed app in the country now also gives access to exclusive stories. Using the Blip platform, Itaú developed a chatbot that was responsible for distributing special PDF editions of 3 new children’s books. Those who interacted with the profile in the message app could download the books “O Cabelo da Menina” [The Girl’s Hair] by Fernanda Takai, “Meu Amigo Robô” [My Robot Friend] by Giselda Laporta Nicolelis, and “As Bonecas da Vó Maria” [Grandma Maria’s Dolls] by Mel Duarte. In its new format, the campaign gained even more strength. It was possible to share the books with other contacts and also read the story to a child anywhere, anytime. With more than 2.5 million books downloaded, over 800,000 users and about 8 million messages, the WhatsApp campaign reached people all over the country, especially in the states of São Paulo, Minas Gerais, Bahia, Rio de Janeiro, Paraná and Ceará, which led the number of stories downloaded. The whole campaign was managed automatically on the Blip platform.
Itaú's campaign to spread the habit of reading in Brazil reaches the mark of over 2.5 billion books downloaded through WhatsApp
The campaign created by Itaú on Blip platform has attracted around 800,000 users
2.5 million
books downloaded through WhatsApp during the branding campaign
Market Segment
Serviços Financeiros
Location
São Paulo – SP
Department in the Company
Marketing
Communication channels
Whatsapp
Context
The campaign, which every year distributes free physical books, sought to further expand access to reading.
Challenge
With the purpose of disseminating the social campaign “Leia para uma Criança” [Read to a Child], the challenge was to expand the campaign from the physical to the digital world.
Solution
Since the goal was to reach as many people as possible, the channel chosen was WhatsApp, which is present in almost every Brazilian smartphone and is the most daily accessed app in the country.
Results
2.5 million books downloaded through WhatsApp during the branding campaign.
800,000+ users.
8 million+ messages exchanged.
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