Created a unique “Read it Before You See It” campaign leading up to the highly-anticipated film release of Little Women and to honor Louisa May Alcott’s classic book. Sony Pictures encouraged reading in communities across the world and promoted access to books for all through social media activations.
Partnering with the nonprofit organization Little Free Library, the film used social media to unveil locations to Little Women-themed community book-sharing boxes in 10 U.S. cities. Each Little Women-themed book-sharing box was gifted to a local community steward. In addition, 2,000 new “Little Women” books were donated to stock them and another 50 Little Free Library locations around the country. Visitors to the Little Free Libraries were invited to take a book and share what “Little Women” meant to them on social. This was Little Free Library’s largest partnership with a media company to create custom book-sharing boxes.
Taking the reading initiative one step further, we partnered with Emma Watson and The Book Fairies worldwide to hide an additional 2,000 copies of “Little Women” all over the world. In each novel, there was a hidden note from Emma Watson on how much she enjoyed being part of the film and to encourage finders to share on social media with #LWBookFairies. The Book Fairies hide books in public spaces, each adorned with a sticker which reads ‘Take this book, read it, and leave it for the next person to enjoy.’
Little Women and Emma Watson continued to highlight this unique book-sharing initiative across their social handles, reaching a fanbase of over 50 million.
Meg, Jo, Beth, and Amy March would approve. To date over 4,000 “Little Women” books were donated to local communities in 38 countries around the globe, making it the largest Book Fairies activation and Little Free Library custom book-sharing box initiative. With the support of Emma Watson, The Book Fairies, and Little Free Library, the activation brought excitement to the literary communities and created urgency to experience the movie in theaters.
