Rui'an Library's innovative social media campaign, Xiao Cao's Channel, recently garnered international acclaim, securing a spot among the "Top 10 Most Creative Projects" at the International Federation of Library Associations and Institutions (IFLA) Marketing Awards.
This distinction, announced on May 27, is a first for the library and a unique achievement for a county-level library in Zhejiang province.
The IFLA, an esteemed global authority in the library sector since 1927, annually recognizes outstanding marketing efforts that demonstrate strong creativity and effectiveness.
This year, Rui'an Library's project was chosen from 103 global submissions for its distinctive approach and impact, offering a model for county-level libraries navigating the new media landscape.
The project's success lies in its personalized marketing strategy, which has effectively reduced the distance between the library and its readers, fostering increased participation and loyalty.
Librarian "Xiao Cao" has been transformed into a cultural icon, promoting the library through various modern media formats, including short videos, live comedy shows, and emoticons. These efforts have not only introduced the public to Rui'an's rich history and culture but have also cultivated a youthful and dynamic brand image.
Wang Xiaodong, the director of Rui'an Library, highlighted the project's role in enhancing the library's visibility and appeal. Xiao Cao's Channel has aired 21 episodes to date, amassing over 180,000 views, a testament to its popularity and reach.
Moreover, the initiative has significantly boosted library engagement, with a surge in new registrations and borrowing rates. In just six months, the library has seen an average of 1,200 new sign-ups per month, totaling over 170,000 registered readers, and an impressive monthly borrowing average of 100,000 books.
