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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.
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
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
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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