Launch of Brazil’s Largest Public Digital Library
In 2022, I led the structuring and launch of BibliON, a platform created to expand free access to digital reading throughout the State of São Paulo.
Developed by SP Leituras in partnership with the State Secretariat for Culture and Creative Economy, BibliON was designed to provide free access to thousands of e-books, audiobooks, and cultural content for readers across the state.
I assumed leadership of the Communications and Marketing function during the final phase leading up to the official launch, a period in which it was necessary to transform a relatively unknown initiative into a recognizable brand capable of engaging diverse audiences and driving adoption at scale.
One of the project’s main challenges was the concept itself. While the idea of a digital library was innovative, it was still unfamiliar to much of the Brazilian population. The launch strategy focused on communicating the platform through its most tangible benefit: free access to thousands of digital books.
The launch communications program included advertising campaigns, media relations, content production, institutional engagement, and live activations. Key initiatives included the official launch event and BibliON’s participation in the Bienal Internacional do Livro de São Paulo.
The project required coordination among multiple stakeholders, including internal teams, suppliers, the advertising agency, publishing industry partners, and representatives of the Government of the State of São Paulo.
During its first year of operation, the platform exceeded its initial usage targets, delivering results above projections in both registered users and digital loans. The initiative also generated significant national media coverage and received recognition from both the publishing and technology sectors.
The launch of BibliON marked the beginning of an initiative that continues to expand access to digital reading and strengthen the presence of culture in digital environments. Four years later, the importance of digital public reading platforms returned to the national spotlight with the launch of the MEC Livros program by the Federal Government of Brazil.
