Books-A-Million Ad Campaign

Due to an increased need in entertainment at home during the pandemic, manga sales in the United States have gone up quite a bit. The goal with this campaign is to position BAM as the go to place for fans to get their manga. This will be accomplished by framing BAM as not only a book store but as a retailer with an emphasis on a wide variety of manga. The idea of collecting and proudly showing off your collection will help further this.

For this campaign, the target audience is primarily teens and young adults who have a history in nerd/weeb culture that are looking for something physical to collect, show off, and get entertainment from to break out of the primarily digital world while still staying safe from the ongoing pandemic. Like many people in this demographic, the target audience frequents social media such as Twitter, Instagram, and TikTok, with the latter contributing greatly to the increase interest in collecting manga.