This past November, you may have noticed some curious posters inside lifts or beside notice boards, inviting you to “discover a library hidden gem.” These posters were part of a quiet, experimental campaign by the Library to explore two key questions:
- Can we spark curiosity about lesser-known Library services through storytelling?
- Which physical spaces are most effective for prompting interaction in a passive campaign?
Each poster featured a QR code that, when scanned, revealed a random “Library Hidden Gem” which is normally a fun fact, tip, or story about features like our Nap Pods, Charging Bicycles, or Library temperature heatmap.
Who Participated?
Over the campaign’s one-month run, 474 unique users scanned the codes, generating 863 page views. While the scale was modest, the data revealed meaningful insights.
What Did We Learn?
- Lift posters outperformed all others: Library Lifts A, B, and C accounted for nearly 80% of all scans, confirming that people are more likely to engage when they have a moment of idle time.
- High-traffic areas didn’t guarantee attention: Posters placed at bus stops and hallways saw very low interaction. People were simply passing by too quickly.
- Randomized content worked: With an average of 1.82 views per user, we saw that the element of surprise: “What gem comes next?” helped drive curiosity.
Though small and observational, this campaign offered useful insights for future outreach. And for those who missed it… you can still enjoy all the gems below!
Jennifer Gu
Senior Librarian (Research Support)
lbjennifer@ust.hk
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