Use of Anthropomorphic Brand Mascots for Student Motivation and Engagement: A Promotional Case Study With Pablo the Penguin at the University of Portsmouth Library

What is it about?

This paper describes how a toy penguin was successfully launched as a library brand mascot and used to engage and lead anxious and otherwise potentially disengaged clients towards engagement with library services and facilities during a period of extensive and rapid change, mediate disputes and help to modify client behaviour while avoiding confrontation and conflict between the library service and its clients. The paper provides both a historical context and rigorous theoretical underpinning for the use of anthropomorphic brand mascots in libraries together with a case study of the successful launch and use of Pablo the Penguin at the University of Portsmouth Library and practical advice for anyone considering devising and launching an anthropomorphic brand mascot.

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Why is it important?

This paper explains how these principles long used in other areas of commerce and industry have been successfully applied to a library service, and includes both evidence and advice for anyone wanting to set up their own brand mascot. This paper demonstrates how anthropomorphic brand mascots can lend a likable personality to an otherwise faceless brand and engage new and otherwise potentially alienated clients and act as a likable, and therefore trusted, brand salesperson. Both a rigorous theoretical and case study evidence for the use of anthropomorphic brand mascots in a library service and practical advice for anyone seeking to establish their own brand mascot are included. While aimed at libraries, this paper might equally be of interest to marketing professionals in any sector with a young target audience.

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