THRIFTBOOKS
MEDIA CAMPAIGN: STORYTIME EVOLUTION
We worked with ThriftBooks on this survey-led campaign around the topic of parents’ bedtime reading habits with their children.
ThriftBooks, the independent online book seller wanted to explore the ways parents share literature with their children. They commissioned research with 2,000 parents of school-age kids to better understand their reading habits and use the findings to form the basis of a U.S. wide media campaign.
Our editorial team and research arm, OnePoll, worked with ThriftBooks to produce a unique and engaging study, resulting in a data-driven story that earned over 200 pieces of media coverage.
The story’s messaging aligned with the brand’s campaign aims and purpose. The results of the research were published as a blog post on ThriftBook’s own site and achieved backlinks directly from multiple top-tier news and consumer sites.
The key research data at the heart of the campaign included these findings:
A survey of 2,000 parents with school-age kids (ages 5–18) found that most claim to “always” or “often” read to their child before bedtime (63%), averaging four nights a week.
Nearly eight in 10 parents read their children the same books that were read to them as kids.
When they do read to their kids at night, parents choose from an average of three books in their child’s “bedtime reads” collection.
Kids aren’t the only ones who enjoy story time — 81% of those who read to their child at bedtime said it helps them fall asleep, as well.
Most parents want to set an example for their child by reading more (83%). Parents would read to their child even more, but cite being too tired after work and not having enough books at home as barriers.
“Storytime can take on different forms, all of which can be equally effective in fostering kids’ love for reading,” said a spokesperson for ThriftBooks. “It’s great to see parents scheduling time to read with their kids, and it’s especially important to do so in the summer months — multiple studies over the years have shown the summer break can result in a loss of academic skills, including reading.”
Campaign results & coverage highlights
The campaign generated over 231 pieces of online coverage across national, regional and consumer sites — 198 with links to the brand’s website. The story achieved an estimated 13.4 million coverage views. These are some of the outlets that covered the story:
Interested in media exposure for your brand? Let’s talk about our custom research and earned media solutions for in-house and agency teams. See more of our client coverage here.