Raising Kimberley’s Social Proﬁle:
Promoting Kimberley’s writing, her characters
and themes. Pushing sales of her books for
Christmas via referrals and viral campaigns.
Generating interest about the new book. Video
trailers from Kimberley. Enagaging with fans
about potential content and themes.
Post-Launch Fan Engagement
Enaging fans with content and themes of the new
book. Instigation of viral campaign encouraging
fans to participate in a cameo prize competition.
Through December, rather than just promote the new book speciﬁcally,
our strategy is to promote all Kimberley Chambers books and use the
existing fan base to promote and recommmend purchases for friends and
family running up to the Christmas period.
The immediate goal would be to migrate as many
fans of www.facebook.com/kimberley.chambers
over to the HC Kimberley page.
The social channels would be managed in order
to engage the existing fanbase and encourage
them to spread the word about how great the
Kimberly Chambers books are. We acknowledge
that the majority of Kimberley’s previous
books are with Random House, but we feel it
is important that we raise the proﬁle of all the
books she has written too.
Involving Kimberley would contribute to
the success of this strategy and add to the
authenticity of the campaign.
A schedule of posts relating to past books, local
London past and present, the xmas feud viral
and general posts connecting the books to fans’
real lives. Tag your family and share stories.
FanFB/TW Sharing stories
Kimberley’s books usually involve idiosyncratic familes
warring between themselves. There’s no time when
differences between family members is more apparent
than at Christmas.
Fans will be asked to tell Kimberley about their
family stories, the lows, the highs, the battles and the
solidarities. This will be a tongue -in-cheek look at little
family dramas. We will also challenge fans to add a
family photo and tag all your family members with
FESTIVE FAMILY FEUDS. Engaging further into their
January’s strategy is to build on the success of the Christmas
period in a more aggressive way, pushing interest not only in
Kimberley but speciﬁcally introduce the new book, the story
and the characters.
The January strategy would be to continue the
overall communcation about the books in general,
but shift the focus to the new book, its themes and
Personal videos from Kimberley would explain
themes and characters and prompt responses from
The new book cover and / or mini-preview would be
revealed on Facebook & Twitter via prompting fans
to gain likes, re-tweets for the page.
A countdown mechanic would increase anticipation
during the week runing up to launch, with previews
of the book being displayed on the page.
Twitter campaign working in tandem with Facebook
at all times.
Post Cover Reveal
January Viral1 - VideoBookTrailers
Involving Kimberley in the campaign, talking about the
new book via a series of videos, discussing the themes
and characters will set up communication between
members. These videos can also be used across all
online press activity and Youtube.
The video will be accompanied by posts designed to
inﬂate reach to friends of current fans - generating new
likes and conversations within thier social groups.
Eg A particular character is the head of the family...
After Kimberley discusseses the character, we ask
which of your friends this reminds you of and why. Tag
the image with your friend and share.
January Viral2 - BookCover&StoryPreviewReveal
We should use the reveal of the new cover to generate new
We set a target for each square, for example 20 likes
removes a square. Over a short space of time we can use the
existing fan base to agressively push up like numbers.
This can also be initiated across Twitter with retweets being
the objective. When the target is reached an image will be
shared across Twitter pics.
January Viral3 - Countdown
InstigateSharing via Likes
In the 5 days leading up to the book launch date,
we will instigate a countdown on the facebook
timeline. This will comprise of an image/video
post with a snippet of the new book.
January Viral4 - Twitter-#butlersversuswalkers
To create an addition buzz, we propose creating
a twitter campiagn of a spoof ﬁght between the
two families in the book.
The Butlers and the Walkers typically swear and
slag each other off.
This taps into what makes soap opera’s, gossip
mags and reallife stories addictive and appealing
- car-crash twitter....
Followers and friends of Kimberley are also
invited to participate in the feud.
Targeted to feature the real-life
stories of christmas family feuds.
Focus on online feature with a view
to printed feature.
Spread of the Xmas viral campaign
Speciﬁc promotion to prompt likes
and engagement with the online
Kimberley promotes the fact that
fans of the book can appear in the
next part of the trilogy by going to
her facebook page and participating
in the campaign.
February’s strategy is to activate the current readers who
are either reading or completed the book to boost the
recommendations. This will also be the primary month where
we launch the viral competition to win a chance for you and
your family to appear in the next book.
On release of the book, the social channels
will focus on getting feedback from fans and
encouraging them to spread the word about how
good the new book is.
This would tie in with the Cameo Competition,
which would be a major focus of this phase of the
In store promo of the Cameo Competition
would ensure a great reaction to the project, in
particular an insert inside the book encouraging
people to take part.
FebruaryInStore - In Book PromoforCameoCompetition
In order to maximise reach, we propose that a
prompt for fans to join the Cameo campaign
should be included in the book.
This could be printed in the book, or presented
on purchase either in store or through online
COULD YOUR FAMILY BE
PART OF THE STORY?
Kimberley is looking for a family worthy
of being part of the her new trilogy. Is
your family up to it? Could they handle
themselves in London’s East End?
to tell Kimberley about your family and you
could see your family in book two of the
EngagementwithNew &Existing Fans
The Canmeo campaign will focus around fans adding
their own family for the chance to cameo in the book.
This continues the FAMILIES theme, encourages
sahring around familes, tagging of family members
and a vote mechanic that encourage new Likes so fans
can increase their chance of winning, in the process
publicising the competition and the new book.
The campaign would work by encouraging, fans to
enter their family, TAG each family member to increase
visibility, and generate VOTES (through a Like gate)
for each fan. If we acheive our target of 7k before this
element starts, then rfeaching our goal with this strategy
is very likely.
New participants would be informed of this campaign
by their family members and friends, using word of
mouth to generate support for each Fans own campaign
to win the competition.
In addition to this, we can provide an online kit such as
Page Buttons and ‘Vote For Me‘images to help each fan
to promote the compa nd win the prize.
Facebook & Twitter will be managed
by suppyling regular and relevant
posts. The cameo campaign will run
in tandem and commented on.
Kimberley posts True East London
advice for the week ahead
Tuesday’s Caption Competition.
A monthly Twitter Q&A with
A chance for fans to ask Kimberley
questions (about her book, where
she writes, writing tips)
The campaign will run until a
selected date at which point we’ll
instigate a promotional campaign
around the selection of the winner.
Top 5 families selected by HP /
1 week countdown (highlighting 1
family per day Mon - Fri)
Public vote closing on the Sunday
Winner announced on the Monday
The main schedule would use a
variety of mechanics, released at
Note that all posts must have
content i.e. Graphic, Video or Link
The categories break down into the
General Interest Posts
Saturday and/or Sunday mornings
Xmas, Halloween, Bonﬁre Night, etc
XFactor Final, TV Awards etc
Using Instagram we take a photo of ‘colourful’
phrase that features in The Trap.
Post it to FB and ask users to play ‘word tag’
User’s then tag their FB friends to a ‘colourful
This is a good sharing mechanic
We describe a London tube station with a funny
FB users have to guess the tube station
This could also be a place(s) in one of
‘Down Memory Lane’
Using SNs Instagram, Pinterest & Facebook we
post a classic photo of the legendary East End
i.e. pub, café, boxing club, barbers
Users then share their memories & photos of
Kimberley to submit a potential soundtrack for
Ask FB & Twitter users to suggest songs to add
Instagram / FB check in / Twitter
Provide fans with the details of key locations in Kimberley’s books. Fans are then
encouraged to take photos and share with the community. Best contributions
monthly a weekly prize. Could include a google map with key locations.
Reports about the family feud given out at Liverpool St station
- Chas n Dave adverts
- Mrs Mills playing live
London based launch party
Host an ofﬁcial launch party in a hidden venue in Whitechapel or pub that appears
in the book. This will be an exclusive event for 100 Kimblerley Superfans who have
contributed the most to spread the word about Kimberley’s books.