FIELDCRAFT STUDIOS | Innovative book launch

Harper Collins

Innovative book launch

Digital marketing and social media campaign for launch of book, A Life Discarded by Alexander Masters.


  1. Over 25 million audience reach across TV, radio, print and digital

  2. Significant public engagement

  3. BBC Breakfast interview

  4. 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.

Watch our short film bringing, ‘A life discarded,’ to life.

Content Marketing

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 club

Comments from the public on our Facebook adverts

Influencer marketing

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.

Public Relations

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.

Watch our BBC Breakfast coverage


In total we reached an audience of over 25 million people.

We achieved this with significant media coverage and social media engagement.

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