Oprah’s book club

HARPO — APPLE
Made at R/GA LA

What does a book club look like to a whole new generation of readers? We had the privilege of relaunching the iconic Oprah’s Book Club with Apple TV+ for the release of Ta-Nehisi Coates novel The Water Dancer and it all started with a blank book.

Books have always been a window into someone else’s experience, whether real or not. We realized, there’s something very personal about someone telling you why a book is important to them. A single story can unleash endless perspectives. But how do you spark a conversation and excitement for a book that hasn’t even come out yet?

We headed to Instagram to build the community of readers and spark conversation with a personal handwritten note from Oprah herself, on the blank cover of our book. Overnight, our Instagram was filled with guesses from people coming together to get excited about this new beginning. With this new reading community starting to guess correctly, we were just getting started.

Today, the Oprah’s Book Club Instagram has become a place where dedicated readers of the club come and discuss.