The "It's Lit" Campaign

A Book Subscription Box for Canadian Millennials


  • Linnea Dan Vy Vo SFU


millennial, Indigo, subscription, celebrity


Taking inspiration from programs like Canada Reads with the aim to get Canadians across the country to explore new works of literature, It's Lit is a book subscription box for Canadian Millennials. In partnership with Indigo, this campaign will release nine types of boxes based on genre, three times a year. Each box contains a book or eBook or audiobook, a magazine, and a personal note from a Canadian celebrity or influencer who either is in the line of work relating to the specific genre, or enjoys the book. The idea for this program was built on the basis of getting more Millennials to read new material and get excited about books. 





Part Two: Marketing and Selling Canadian Books