Digital marketing and social media campaign for launch of book, A Life Discarded by Alexander Masters.
Over 25 million audience reach across TV, radio, print and digital
Significant public engagement
BBC Breakfast interview
Engaging influencer outreach
Harper Collins imprint, Fourth Estate, asked us to create a digital marketing and public relations campaign to promote the paperback release of best-selling author Alexander Masters’ book, A Life Discarded.
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.
The book had already enjoyed a very successful hardback release with lots of national media coverage.
Our challenge was to secure public engagement and media coverage for the paperback release.
Our digital marketing and social media campaign needed to be different and striking enough to ensure media outlets would cover the story for a second time.
Digital marketing and social media
We produced a short film (see below) bringing the book to life.
We also produced a series of Facebook Adverts that took the form of a quiz.
This quiz asked the audience what they would do if they found a pile of ‘secret’ diaries.
What would you do? Would you read them? Alexander Masters did!
Our social adverts generated significant engagement and buzz.
How good does this look
I need this novel
One for our book clubComments from the public on our Facebook adverts
We organised an exclusive event at the Harper Collins headquarters and invited leading influencers across fashion, books and lifestyle securing promotion of the paperback across a range of new and diverse audiences.
Our brief was to secure traditional media coverage across newspapers, TV and radio.
To achieve this we arranged a high-profile BBC Breakfast interview which reached an audience of 9 million alone.
We also secured multiple national and regional radio interviews.
In total we reached an audience of over 25 million people.
We achieved this with significant media coverage and social media engagement.