Harper Collins imprint Fourth Estate asked us to create a digital and traditional media campaign to promote the paperback release of best-selling author Alexander Masters’ book, A Life Discarded.
The book had already enjoyed a very successful hard back release. Our challenge was to secure public engagement and media coverage for the paperback release.
Our approach needed to be different and striking enough to ensure media outlets would cover the story for a second time.p>
Short film bringing ‘A Life Discarded’ to life.
Alexander Masters found 148 diaries in a skip - fascinated by them he tracked down the author using unorthodox and intriguing methods.
The book, a biographical detective novel, is written with wit, warmth and respect.
We brought the book to life as a short film and gamified the story as social adverts.
"How good does this look"
"I need this novel"
"One for our book club"
Comments from the public on our Facebook adverts
We also hosted an exclusive event at the Harper Collins headquarters with leading influencers across fashion, books and lifestyle ensuring promotion of the paperback across a range of new and diverse audiences.
We further amplified the public engagement with a paid social media ad campaign and a heritage media campaign - the highlights being a BBC Breakfast interview and multiple regional radio interviews.
Our campaign reached over 25 million people.
We secured a BBC Breakfast interview with Alexander Masters