SlideShare is now on Android. 15 million presentations at your fingertips.  Get the app

×
  • Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
 

Unity Thousand Autumns, David Mitchell, Pr Case study

by on May 29, 2012

  • 549 views

Unity - Integrated, Social, lab and media relations campaign ...

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.

Statistics

Views

Total Views
549
Views on SlideShare
549
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via SlideShare as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
Post Comment
Edit your comment

Unity Thousand Autumns, David Mitchell, Pr Case study Unity Thousand Autumns, David Mitchell, Pr Case study Presentation Transcript