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The Thousand Autumns ofJacob de ZoetCampaign review – 20th April 2011
The brief •  Devise online mechanic (and home) to drive    recruitment of The Thousand Readers of Jacob    de Zoet •  Deve...
Desired outcomes •  Generate buzz and awareness ahead of book    launch •  Demonstrate the power of David Mitchell’s    st...
Building on the briefunity
Missing ingredients •  Core ‘Thousand Readers’ idea - a nice creative    route for above-the-line activity •  But needed t...
The Reading Room •  We developed an offline, experiential element to    the campaign •  Designed to drive buzz and coverag...
Strategic approach•  Create a pop-up reading room in an interesting and   talkable location•  Use the reading room and the...
A word on: budget •  Budget was extremely limited for the activity,    especially with the addition of the reading room • ...
Campaign outputsunity
Online home •  We recommended creating the main home for    the campaign on Facebook, with a separate    microsite providi...
Engaging themes •  Unity recommended giving people the    opportunity to review an extract relating to a    specific theme...
Guest editors•  We suggested securing influencers to act as   guest ‘editors’ for each of the themes, who   would each pro...
Social communities •  Campaign centred on Facebook, but Twitter    profile created to engage influencers •  Profiles manag...
Reading Room•  Secured Spitalfields as location - appealing to literary,   ABC1 audience and great setting for peaceful re...
Poster campaign •  Unity secured ten ‘readers’ to attend London    photoshoot •  Managed schedule and liaised with client ...
Key resultsunity
Media relations •  Initially a secondary tactic, media relations    became major part of the campaign •  Unity pitched pre...
Coverage highlights
Coverage highlights
Coverage overview •  40+ pieces of coverage •  6 national print coverage + 2 national broadcast    coverage •  30 online c...
Social media •  Outreach drove followers, fans and reviews •  Partners also Tweeted – eg. Samsung, JNTO •  Blogger outreac...
Twitter highlights
Twitter highlights
Facebook highlights
Facebook highlights
Social media overviewFACEBOOK:                              TWITTER:Page likes: 320                        Conversations: ...
Reading room •  Total footfall at space during four-day period:    80,000 (based on daily figure of 20,000 provided    by ...
KPI’s•    Social reach: 300,000•    News pieces/blogposts: 30•    Total OTS: 5 million•    Campaign engagements: 2500•    ...
Campaign in numbers•    Social reach:•    News pieces/blogposts:•    Total OTS:•    Campaign engagements:•    Reviews/resp...
Key learningsunity
Learnings•  Innovative campaigns acts as content to generate   widespread coverage and WOM, even where direct   engagement...
Thanks for your timeunity
Unity Thousand Autumns, David Mitchell, Pr Case study
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Unity Thousand Autumns, David Mitchell, Pr Case study

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Unity - Integrated, Social, lab and media relations campaign

This was a piece of work we were commissioned to do around the paper back launch of The Thousand Readers of Jacob de Zoet - David Mitchell. As a piece of work it demonstrates how a clever integrated campaign can deliver huge results.

The Brief
Demonstrate the power of David Mitchell’s storytelling through campaign assets and coverage

Devise online mechanic (and home) to drive recruitment of The Thousand Readers of Jacob de Zoet

Develop creative execution of campaign, adding elements to drive engagement and coverage

Support above-the-line activity in garnering reviews of book to appear in advertising creative


The Coverage
40+ pieces of coverage
6 national print coverage + 2 national broadcast coverage
30 online coverage
Total OTS: 69,368,917
Highlights included campaign opener in The Times, The Independent on Sunday, Channel 4 News, BBC Breakfast

Key Learnings
Innovative campaigns acts as content to generate widespread coverage and WOM, even where direct engagement is relatively low

Regardless of the return (ie. the prize), it can be difficult to drive large numbers of people to proactively engage

Facebook custom tab is great for user experience but does not work for socialising a campaign – peer-to-peer effect did not happen effectively (also means content is hidden)

Challenges in promoting paperback to influencers

Want to discuss more then give us a call.

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Transcript of "Unity Thousand Autumns, David Mitchell, Pr Case study"

  1. 1. The Thousand Autumns ofJacob de ZoetCampaign review – 20th April 2011
  2. 2. The brief •  Devise online mechanic (and home) to drive recruitment of The Thousand Readers of Jacob de Zoet •  Develop creative execution of campaign, adding elements to drive engagement and coverage •  Support above-the-line activity in garnering reviews of book to appear in advertising creative
  3. 3. Desired outcomes •  Generate buzz and awareness ahead of book launch •  Demonstrate the power of David Mitchell’s storytelling through campaign assets and coverage •  Reach and engage with potential new readers •  Activating existing fans
  4. 4. Building on the briefunity
  5. 5. Missing ingredients •  Core ‘Thousand Readers’ idea - a nice creative route for above-the-line activity •  But needed to inject something else in order to drive buzz (and coverage) •  Introducing…
  6. 6. The Reading Room •  We developed an offline, experiential element to the campaign •  Designed to drive buzz and coverage around the online campaign •  As well as providing a real-world space in which people could experience the novel first-hand
  7. 7. Strategic approach•  Create a pop-up reading room in an interesting and talkable location•  Use the reading room and the novelty of the wider campaign to drive coverage opportunities meaning that the campaign would be overheard by many
  8. 8. A word on: budget •  Budget was extremely limited for the activity, especially with the addition of the reading room •  Unity took a hit on fees in order to execute the campaign within budget •  No budget available for location costs etc. – more time/resources required to bring the idea to life
  9. 9. Campaign outputsunity
  10. 10. Online home •  We recommended creating the main home for the campaign on Facebook, with a separate microsite providing a secondary review mechanic •  A tab was created within the Facebook page, hosting all the themes and reviews •  All copy and design was produced by Unity with input and approval from Sceptre
  11. 11. Engaging themes •  Unity recommended giving people the opportunity to review an extract relating to a specific theme within the book, highlighting its many different genres •  Seven themes identified within the book •  Relevant extracts selected, approved by David and featured on site
  12. 12. Guest editors•  We suggested securing influencers to act as guest ‘editors’ for each of the themes, who would each provide their own review, lending the campaign immediate credibility: -  Kylie Clark, Japan National Tourism Organisation -  John-Paul Pryor, Dazed & Confused -  Mark Rappolt, Art Review -  Edwina Langley, The Lady -  Clare Longrigg, Psychologies -  Natasha McNamara, Glamour.com -  Simon Busch, MSN Travel
  13. 13. Social communities •  Campaign centred on Facebook, but Twitter profile created to engage influencers •  Profiles managed throughout activity •  Outreach to reading fans and book clubs on Facebook, Twitter & specialist sites •  Engage existing fans of David Mitchell, the different genre(s) and good writing in general
  14. 14. Reading Room•  Secured Spitalfields as location - appealing to literary, ABC1 audience and great setting for peaceful reading space•  Reading room produced by Unity for minimal budget, in situ (and staffed) at Spitalfields for four days•  Partnerships with Samsung and TeaSmith to provide tablets and Japanese green tea•  Media event held in space
  15. 15. Poster campaign •  Unity secured ten ‘readers’ to attend London photoshoot •  Managed schedule and liaised with client re. logistics •  Three people used in final advertising creative (including our very own Gerry!)
  16. 16. Key resultsunity
  17. 17. Media relations •  Initially a secondary tactic, media relations became major part of the campaign •  Unity pitched press releases about the reading room and wider campaign to extensive media list •  Coverage was 100% positive, with much including quotes and comments from David •  Guest editors also covered (eg. Psychologies)
  18. 18. Coverage highlights
  19. 19. Coverage highlights
  20. 20. Coverage overview •  40+ pieces of coverage •  6 national print coverage + 2 national broadcast coverage •  30 online coverage •  Total OTS: 69,368,917 •  Highlights included campaign opener in The Times, The Independent on Sunday, Channel 4 News, BBC Breakfast
  21. 21. Social media •  Outreach drove followers, fans and reviews •  Partners also Tweeted – eg. Samsung, JNTO •  Blogger outreach in tandem with media – extensive coverage on blogs •  Images and updates added throughout reading room activity, especially during event
  22. 22. Twitter highlights
  23. 23. Twitter highlights
  24. 24. Facebook highlights
  25. 25. Facebook highlights
  26. 26. Social media overviewFACEBOOK: TWITTER:Page likes: 320 Conversations: 166Post views: 41,556 Retweets: 57Interactions: 89 Followers: 148Likes: 55Comments: 27Wall posts: 7Monthly active users: 1,010Total views for Readers tab: 5,694Social reach:Social engagement:
  27. 27. Reading room •  Total footfall at space during four-day period: 80,000 (based on daily figure of 20,000 provided by Spitalfields) •  100+ reviews uploaded within reading room •  Worked very well as piece of content to generate coverage – gave campaign a focus
  28. 28. KPI’s•  Social reach: 300,000•  News pieces/blogposts: 30•  Total OTS: 5 million•  Campaign engagements: 2500•  Reviews/responses (via online & offline activity): 1000•  Community sign-ups: 1500
  29. 29. Campaign in numbers•  Social reach:•  News pieces/blogposts:•  Total OTS:•  Campaign engagements:•  Reviews/responses (via online & offline activity):•  Community sign-ups:
  30. 30. Key learningsunity
  31. 31. Learnings•  Innovative campaigns acts as content to generate widespread coverage and WOM, even where direct engagement is relatively low•  Regardless of the return (ie. the prize), it can be difficult to drive large numbers of people to proactively engage•  Facebook custom tab is great for user experience but does not work for socialising a campaign – peer-to-peer effect did not happen effectively (also means content is hidden)•  Challenges in promoting paperback to influencers
  32. 32. Thanks for your timeunity
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