Reese’s Book Club App
Giving the book club a place of its own.
I connected member insight with programming and product decisions to give readers reasons to return. At launch, 300,000 members joined in the first week.
My role
- Membership Development
- Community Strategy
- Product Strategy
- User Research
- Audience Development
- Retention Strategy
- Community Programming
- Editorial Strategy
- Product Marketing
- Cross-Functional Leadership
The app in motion
Introducing the Reese’s Book Club App.
A look inside the conversations, discoveries, and shared rituals that gave the community a home of its own.
Interactive prototypeBook joy. There’s now an app for that.Explore the prototype ↘
01
I was ready for a new chapter.
I moved across the country for this job in the middle of the pandemic, which, in retrospect, was either very brave or slightly unhinged. I’d spent years building communities on social media, but I was burnt out on what social media had become and really wanted to get back to why I’d shown up on the internet in the first place.
I loved what Reese and Hello Sunshine were building around women storytellers, and of course I was fascinated by everything happening around book-to-screen adaptations. I interviewed, immediately connected with the mission, and the role was a chance to build community and help create something I’d been craving myself: a place centered around stories, connection, and book joy. So I packed up my life and moved to Los Angeles.
02
Giving the most avid readers a home.
Reese’s Book Club already had a huge community, but most of that community lived on social media. We wanted a place where we could have a direct relationship with the people who cared most and where we could dive deeper.
The app became what we called our cozy corner of the internet: a dedicated space for the diehards who showed up every month. They could discover the book pick first, get exclusive access to authors and content, talk directly with other readers, join live experiences, find opportunities like early screenings, and go deeper into the stories they already loved. We launched and 300,000 members joined in the first week.
Social audience→Owned audience
