| Title | READ OUT LOUD CHALLENGE |
| Brand | NATIONAL BOOK STORE |
| Product / Service | NATIONAL BOOK STORE |
| Category | A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
| Entrant | THE HUDDLE ROOM Makati, THE PHILIPPINES |
| Idea Creation | THE HUDDLE ROOM Makati, THE PHILIPPINES |
| PR | THE HUDDLE ROOM Makati, THE PHILIPPINES |
| Production | THE HUDDLE ROOM Makati, THE PHILIPPINES |
| Additional Company | NATIONAL BOOK STORE Mandaluyong, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Daffy May Jonson | The Huddle Room | Executive Creative Director |
| Jet Olivar | The Huddle Room | Senior Art Director |
| Ashka Araneta | The Huddle Room | Copywriter |
| Jullien Guce | The Huddle Room | Graphic Artist |
| Pat Dizon | The Huddle Room | Managing Partner |
| Reena Robles | The Huddle Room | Managing Partner |
| Tatum Cruz | The Huddle Room | Client Engagement Director |
| Rizelle Adriatico | The Huddle Room | Communications Specialist |
| Dimples Cruz | The Huddle Room | Chairman |
| Xandra Ramos Padilla | National Book Store | Managing Director |
| Charles Dee | National Book Store | Senior Marketing Manager |
| Bea Torres | National Book Store Foundation, Inc. | Programs Manager |
| JB Roperos | National Book Store | Social Media and PR Supervisor |
The Read Out Loud Challenge is a social media campaign where people can help out by reading out loud. The mechanics are simple: Post a video of yourself reading an excerpt from a book on your Facebook or Instagram account. Use the hashtag #ReadOutLoudChallenge. Tag the National Book Store page and tag 3 friends or more to do the challenge. For every 75 videos posted, the National Book Store Foundation will set up 1 library in a Philippine public school. For 7,500 videos and more, 100 libraries will get be set up and filled with books.
The Read Out Loud Challenge was first announced on the National Book Store Facebook page on March 20, 2017. The campaign runs until December 2017, at the close of the brand's 75th anniversary celebration. A launch event with authors, online influencers was held in one of the stores. The campaign was also supported with Facebook ads from National Book Store's page that give updates about the project. Posters and flyers in the stores also drove awareness for it. Reading booths were strategically placed within National Book Store branches available to anyone who wants to do the video inside the store. The video uploads were tracked with hashtag #ReadOutLoudChallenge and with a tag to the National Book Store Facebook or Instagram page.
After four months, almost 3,000 #ReadOutLoudChallenge videos were uploaded. As of August 14, 2017, the video count is at 3,304 which is equivalent to 44 libraries. The videos led to 2.5M views accumulated organically from shared videos. Average engagement rate is at 15%, higher than the standard ER benchmarks of less than 3% across verticals.
National Book Store chose to harness the power of social media savvy Filipinos who would often share their favorites online, from favorite food, outfit to lines from a book, movie, or TV show. These netizens are also quick to respond and mobilize their friends and followers when help is needed, as proven when natural calamities hit the country. Since there are 60M active Facebook users in the Philippines, it was the obvious choice in spreading a message of love for reading. Instagram was also used to reach the millennial readers. Even if these two platforms were highlighted, videos from YouTube and Twitter are also accepted as long as they have the right tags.
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