Rakuten Kobo: Kobo's Bookstore Therapy - A YouTuber's diagnosis

Kobo, an e-book company, increased its awareness in Taiwan by launching the Bookstore Therapy, which saw e-books answering the increasing concerns of Taiwanese people in a digital age.

Campaign details

Brand: Rakuten KoboAgency: Ogilvy

Challenge

Kobo is the world's second largest e-book company and the leading brand in Canada and Japan. They entered the Taiwan market in 2016 with an abundance of international resources; nonetheless, they were facing strong competitors including global and local companies. Kobo's usage rate was only 2%.1 They needed to find a breakthrough in user growth and establish a leading position.

Objectives

The Taiwanese e-book market has been developing for almost a decade. However, the market share of e-books compared with sales of paper books is less than 6%....

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