An Post

The challenge:

As An Post entered its seventh year as title sponsor of the Irish Book Awards, there was a unique opportunity to evolve the sponsorship and deepen engagement, particularly with younger audiences. With changing media habits and the rise of digital entertainment, the challenge was not just about celebrating books but making the experience more immersive and culturally relevant. An Post wanted to build on the success of the awards and ensure they remained a dynamic platform for fostering a love of reading in a rapidly shifting landscape.

The solution:

The An Post Irish Book Awards became the focal point of an innovative, digital-first strategy designed to excite and engage new audiences. Recognising the power of social media and the influence of BookTok, we developed a campaign that brought the awards to life in fresh and interactive ways.

Ahead of the event, we worked with well-known personalities to create engaging content that built momentum towards the awards. Rick O’Shea, Stefanie Preissner, and Marian Keyes helped drive conversation around books and storytelling, while an exclusive event in the GPO, hosted by Cassie Stokes, brought together influencers and media to celebrate the shortlisted authors.

On the night itself, we introduced new immersive experiences to extend the impact far beyond the venue. Special viewing events were hosted for the families of award winners, creating an emotional and unforgettable moment when winners, watching from the ceremony, were surprised to see their loved ones appear on screen. The live stream offered audiences a unique opportunity to experience the event in real time through An Post—long before the programme aired on national TV.

We created a beautifully designed digital winners' backdrop—a visually striking feature that allowed award recipients to capture stunning content for social media.

This approach delivered remarkable results: digital reach grew to 3.5 million (+17% YoY), with 32 million impressions. Video views surged by 67%, TikTok followership increased by 66%, and social engagement soared. Importantly, the Book of the Year TV programme doubled its audience, reinforcing the awards as a major cultural moment.

By evolving how the awards were experienced and shared, An Post strengthened its connection with readers, reaffirming its role in championing Irish storytelling and inspiring a new generation to engage with books.