REESE'S BOOK CLUB X WHATSAPPTL;DR
Developed a multi-year partnership with WhatsApp launching the Reese’s Book Club channel with 1M+ subscribers and 50 in-person events across the country.
THE CHALLENGE
WhatsApp wanted to grow U.S. adoption among Millennial women, particularly in the Midwest and Southeast. They sought a cultural partner that could turn shared fandom into engaged communities, build relevance and give women a compelling reason to make WhatsApp part of their everyday lives.
THE APPROACH
We brought Reese’s Book Club’s highly engaged fandom to WhatsApp, launching regional communities that connected readers based on where they live. Through exclusive book content, author/celebrity access, local events and ongoing social storytelling, we transformed the group chat into a new destination for Reese’s Book Club fandom — building meaningful connections between readers both online and IRL.
THE RESULTS
Launched Reese’s Book Club’s WhatsApp broadcast channel with 1M users
Launched with 50+ events across the Country
Established Reese’s Book Club’s largest tech partnership to-date
25M+ Impressions Delivered (Launch Campaign)
15M+ Reached across Social (Launch Campaign)
MY ROLE
Partnership Architect (developed directly with Meta)
Marketing Lead
Creative Strategist
Exclusive Celebrity Content
Channel Promotion & Highlights
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REESE'S BOOK CLUB X TACO BELL