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(an,[object Object],case study),[object Object]
Background – Random House Teen Books,[object Object],[object Object]
30 – 45 books published each year, targeting readers age 13-20
Authors include Judy Blume (Are You There God? It’s Me, Margaret), Philip Pullman (The Golden Compass), Caroline B. Cooney (The Face on the Milk Carton), Ann Brashares (Sisterhood of Traveling Pants), Markus Zusak, Christopher Paolini (Inheritance Cycle), Robin Brande,[object Object]
Fighting for audience with other publishers’ teen book divisions as well as 3rd party niche communities
Finding ways to consistently provide engagement and fresh content to consumers who are fickle and difficult to engage
As audience grows older (from teens to young adults), must provide an experience that will resonate with both 13 and 20 year-oldsFor Authors,[object Object],[object Object],[object Object]
Empower and educate these readers with tools, information and incentives to facilitate word-of-mouth endorsement and advocacy for titles
Provide an innovative method to connect authors (many of which are unknown/first-time) with a highly-targeted group of teen readers
Gain insight into the demographics' behavior, likes, and cultural trends
Drive sales of Random House teen titles by transforming the way books are marketed,[object Object]
Content and Engagement Strategy,[object Object],Random Buzzers focuses on frequent, consistent and dynamic content, including:,[object Object],[object Object]
User-Generated Content activities
Contests, weekly book giveaways, and exclusive members-only opportunities
Member “bookshelves”, book reviews, and reader/author profiles
"Buzz Blog" with news and happenings
Weekly email newslettersAdvocacy Levers,[object Object],[object Object]
Education

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Random House: Random Buzzers Word of Mouth Marketing Case Study