Client’s need:
The client wanted to build awareness and raise the profile of the new series by Marcus Sedgwick called ‘The Raven Mysteries’, and the first book ‘Flood and Fang’.
Our solution:
To build familiarity with the series and get across the feel of these funny, gothic books, we created a series of enhanced adverts featuring the author Marcus Sedgewick. In each one, he provided ghoulish facts and jokes giving listeners a great sense of what they could expect from his series.
This was complemented with a ‘money-can’t-buy’ competition where the winner’s family would be drawn by the illustrator in the style of the Otherhand family (the main characters in The Raven Mysteries). This enabled us to drive the unique look of these books. In addition, the competition accrued a good database of parents we could share with the client to develop a fanbase for the series and promote future titles.
This was supported with extensive online content, including individual character pages, all driven with homepage placement.
The results:
The on air campaign reached over 140,000 listeners, providing extensive exposure for both the new series and author.
Online pages generated over 150,000 pageviews and there were over 130 clicks on ‘buy’ links.
For the competition activity, we had over 750 entrants with 51% opt-ins, which we could share with the client.
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