Under Library – A Journey From Shelf to Self

Abstract

In the digital age, how can libraries regain public appeal and reignite citizens' enthusiasm for reading? Shenzhen Library North has offered an innovative response through its immersive experiential marketing program, Under Library.Following regular analysis of community feedback, social media engagement, and industry trends, the program addresses challenges including limited public awareness of the new library and declining readership. Targeting families with children, dormant users, and potential readers, it transforms the "behind-the-scenes"ASRS into a cutting-edge, experiential "reading landscape". Through interactive guided tours and hands-on operation, the library's technological infrastructure is re-imagined as a low-cost, immersive public experience. This approach fosters emotional connections between readers and library, while establishing a closed-loop marketing model encompassing demand identification, experience design, outcome evaluation, and dynamic optimization.

The program is in full swing. Over the past 27 months, 512 tours have allowed 7,995 participants to refresh their understanding about the library and its services. Among them, 36% were newly registered readers and 29% reactivated dormant users. The program directly generated approximately 378,000 new book loans and over ten million views on social media, establishing the library as a new cultural landmark and popular destination in Shenzhen.