CPUT Libraries is proud to be recognised on the global stage, having received a Special Mention at the 2025 IFLA PressReader International Marketing Awards.
The awards, presented by the International Federation of Library Associations and Institutions (IFLA) in partnership with PressReader, honour library marketing campaigns that demonstrate creativity, meaningful impact and community engagement.
This year’s awards attracted close to 100 entries from around the world, showcasing the breadth of innovation happening in libraries today. Among this global pool, CPUT Libraries stood out for its bold and relatable approach to digital engagement through TikTok, earning praise for effectively connecting with its student community in a fun, transformative way.
The recognition was given for CPUT’s standout campaign titled: Building Connection: CPUT Libraries TikTok Growth Campaign.
As academic libraries adapt to shifting student behaviours, CPUT Libraries has embraced a forward-thinking approach: meeting users where they are - online, and especially on social media. Platforms like TikTok have become more than entertainment channels; they are now vibrant spaces for information sharing, community building, and education.
Through this campaign, CPUT Libraries aimed to:
- Reduce library anxiety and foster approachability
- Raise awareness of resources, spaces, and services
- Strengthen user-library relationships through relatable content
- Expand digital presence in alignment with CPUT’s digital transformation goals
- Embrace innovation as a core part of student engagement strategy
“We didn’t just join the trend - we turned it into a tool for transformation,” said Ntombekhaya Gwaqa, Marketing Librarian.
At the heart of the campaign was a smart partnership with a student influencer, paired with a catchy trending song and dynamic content. The strategy paid off - making the library feel more present, accessible, and aligned with student life.
Campaign Impact:
- 18.2K views on the featured TikTok post
- 3,508 likes, 36 shares
- 55 new followers gained during the campaign
- Growth from 495 followers (Dec 2023) to 1,650 (July 2025)
- 22.8K total likes to date
The Jury made the following comment about the campaign:
“We commend this creative and strategic approach to student engagement... This initiative not only increased social media presence but also reinforced the library as a welcoming and essential space for academic success.”
The Library and Information Association of South Africa (LIASA) congratulated CPUT Libraries for its innovation and professionalism, calling it “a shining example of excellence in library marketing on the global stage.”
The recognition reinforces CPUT Libraries’ commitment to evolving with the times, while staying true to its core mission: to support students, promote access to knowledge, and foster connection in every form — even 15-second videos.
CPUT Libraries remains energised to keep exploring new ways to communicate, educate, and inspire.
“This award reminds us that libraries can be both timeless and timely - rooted in knowledge, yet ready to meet the future head-on,” said Gwaqa.
Written by CPUT News
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