Turning the desire to escape into an invitation to actually do it.
Making reading, connection and escape feel impossible to resist.
projectYou Know You Want To — Campaign concept for Ladies Who Lit
Ladies Who Lit offers more than a traditional book club, with a community built around reading, connection and curated retreats. The challenge was to create social content that communicated this wider experience while feeling engaging and shareable rather than overly promotional.
the challengeIn a culture that prioritises productivity, the desire to slow down, switch off and choose what feels good is often felt but not always acted on. Reading, travel and connection offer different forms of escape, audiences sometimes just need permission to indulge in them.
the insightYou Know You Want To is a social-first campaign built around one playful invitation: stop overthinking it and do the thing you already want to do. The concept combines aspirational retreat imagery with relatable, self-aware content, positioning LWL as a space for reading, connection and escape that feels desirable but still within reach.
the solutionInteractive retreat-building content
Polls and peer-to-peer story concepts
Invitation-led social content
Relatable reader archetypes
Shareable retreat Reels
key content concepts