Brand Identity, Launch Campaign
No shame, just swoon.
Audible's newest unlimited listening subscription was all about love. Thousands of romance audiobooks were now available to stream endlessly. But in order to drive trials, we had to get past one thing first: the stigma.
Romance is one of the most popular genres in the world, but too many readers still hesitate to admit they love it. So, we built a brand that wore its heart on its sleeve.
Mindy Kaling stepped up to ask listeners boldly and unironically: Do you love love?
It wasn’t just about getting people to try romance audiobooks. It was about getting them to own it.
When we brought the campaign to social, we focused on back-to-back retargeting—with a wink at the wide selection of romance genres that Audible has to offer.
Client: Amazon
Agency: Barker Advertising
Chief Creative Officer: Sandi Harari
Associate Creative Director: Maya Kagan
Senior Art Director: Joey Marion
Senior Copywriter: Kelsey Miller
Director: Terri Timely (Park Pictures)
Photographer: Ari Michelson
Production: Consolidated Content Company