News & Views

The Chilean Chamber of Books / This and That

by Contagious Team

Chileans get book recommendations based on their Twitter vocabulary

The Chilean Chamber of Books has taken to Twitter to encourage people to read more by highlighting their poor vocabulary. 

The non-profit trade association of publishers, book distributors and bookstores launched a campaign that analyses people's tweets. The organisation partnered with Diego Portales University and the Santiago Council to spread the message that if people don't read their vocabulary suffers.

The campaign was called El Este y La Esta (This and That), a common expression in Chile when people don't know the proper word to use. People could log into the web app with their Twitter account to see how many of the 95,000 words in the Spanish dictionary they regularly used. They were then awarded a vocabulary level depending on their language proficiency. So someone who uses fewer than 100 words was labelled an 'Amateur Amateur', while someone who communicates using more than 600 words is a regular 'Cervantes'.

Users could see which words they used most and least and were also recommended books depending on their vocabulary level. People could use the app to check the vocabulary of other Twitter users. 

In just one week Tribal DDB, Santiago, which masterminded the campaign, reported that it generated more than $100,000 worth of earned media.

Contagious Insight      

Instead of just telling people that reading improves their vocabulary, The Chilean Chamber of Books has prodded people into action by showing them how poor their knowledge of language really is. This campaign is based on research that 58.2% of Chileans don't read often. Those who don't read often have a vocabulary of only 200 words, while those who do read use more like 600 words. 

Using Twitter as a foundation for the campaign is a smart way to promote shareability. People have shared the vocabulary levels of politicians and celebrities, creating a talking point around literacy and turning a social media campaign into a PR story.

Unlike many campaigns that quantify people's behaviour, the recommended books feature pushes this effort further by actually encouraging people to take action right away and get reading.