Work · Reese’s Book Club 100

Celebrating the first 100 stories.

When Reese’s Book Club approached its 100th Pick, I saw an opportunity to celebrate something much bigger than a milestone. It was a chance to recognize the readers, authors, publishers, booksellers, and community who had spent years building it together.

Belief

A milestone is really an invitation to celebrate the people who got you there.

Guests celebrating beside a giant 100 installation filled with Reese’s Book Club picks — Reese’s Book Club 100 · Photo: Lexus Gallegos

Reese’s Book Club 100

A milestone built around the people who made it possible.

I shaped a shared creative direction around celebrating our community, bringing teams together for a six-month campaign across social, editorial, live experiences, partnerships, retail, and community programming.

My role

Brand Strategy
Campaign Concept
Campaign Leadership
Creative Direction
Editorial Strategy
Cross-functional Leadership
Partnership Strategy
Community Programming

Campaign film

The 100th Book Pick.

Watch on YouTube ↗

The Idea

I was mapping out our brand strategy for the year when I noticed we were about to hit our 100th Book Pick. The more I thought about it, the more that the moment felt like something big. One hundred books meant one hundred stories, one hundred authors, years of recommendations, conversations, and readers choosing to keep showing up month after month.

Once I pointed it out, everyone immediately saw the opportunity too. What started as an observation quickly became one of the biggest cross-functional campaigns we’d ever built. Sales began pitching partners, Integrated Marketing started building activations, our Creative and Editorial teams developed new formats, and suddenly the entire company was dreaming about what Reese’s Book Club 100 could become.

Reese’s Book Club authors gathered together holding their book picks — Author Happy Hour ↗ · Reese’s Book Club 100

What We Built

Once we had the idea, everything laddered back to one question: How do we make the community feel like they’re celebrating this milestone with us—not simply watching us celebrate it?

That thinking shaped every part of the campaign. Instead of creating one announcement, we built a six-month long celebration that gave readers new ways to participate, reminisce, and celebrate alongside us. The campaign spanned social, editorial, live experiences, creator partnerships, retail, and brand collaborations, all designed to celebrate the stories, the authors, and the community of Reese’s Book Club.

Campaign highlights

One idea, many ways to join in.

Editorial

Build anticipation on social.

Countdown to 100 ↗ · Page 100 ↗ · First Line ↗ · Books Are My Happy Place ↗

Experiences

Bring the celebration to readers.

Author Happy Hour ↗ · Plot Twist ↗ · Little Free Libraries ↗ · Community Events ↗

Partnerships

Make the milestone travel.

Brand Collaborations ↗ · Retail Activations ↗ · Teacher Appreciation ↗ · Creator Storytelling

The moment

Reveal the 100th Pick together.

Campaign Identity · Social Creative · Live Programming · Community Celebrations

The goal wasn’t to celebrate a number. It was to celebrate everyone who made that number possible.

The campaign in motion

Our Webby film brought the campaign together.

A one-minute look at the editorial, partnerships, experiences, and community behind RBC100.

Two readers smiling together at the Plot Twist experience — Plot Twist · Reader experience

A DJ at a Reese’s Book Club 100 partnership celebration — Reese’s Book Club 100 · Photo: Lexus Gallegos

Authors speaking together during a Reese’s Book Club community panel — Community programming · Reese’s Book Club 100

Results

The campaign became one of Reese’s Book Club’s biggest community moments to date.

415MCampaign impressions
236KNew followers across platforms
1,300+Readers brought together through in-person events
NYT BestsellerThe 100th Pick reached the New York Times list
6 monthsAcross editorial, social, events, partnerships, and retail

Recognition · 2025Webby Awards Nominee

Best Overall Social Presence — Brand
Arts, Culture & Lifestyle Campaign ↗

Four Reese’s Book Club authors smiling with their books — Author Happy Hour ↗

Colorful Reese’s Book Club picks displayed with the campaign bell — 100th Pick partnership activation · Photo: Lexus Gallegos

Press & Community

The celebration kept moving through campaign coverage, author collaborations, community reactions, reader participation, and the stories people shared back with us.

Campaign press
Webby nomination
Reader participation
Author collaborations
Community reactions

Two readers taking a selfie together at the Plot Twist experience — Plot Twist · Reese’s Book Club 100

What Stayed With Me

I’m really proud of this project, not because of the numbers—although I’m incredibly proud of what our team accomplished—but because it reminded me how much of strategy is simply paying attention. Sometimes your job is just to notice something before everyone else does.

I noticed we were about to hit one hundred. Then I asked, How do we make this feel as meaningful as it actually is? The answer was never to celebrate a number. It was to celebrate the people who made that number possible. That’s probably the part I’m proudest of. I saw the opportunity early, shared the vision, and then watched an incredible team build something far bigger than I ever could have on my own.

Sometimes strategy is simply paying attention before everyone else does.

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