Mission:
Our challenge was to promote the re-release of the Series of Unfortunate Events books by Lemony Snicket
Campaign Objectives:
- Let the target audience of 8-12 year olds and parents know about re-release of the books with new covers
- Raise awareness of the series of books in conjunction with the Netflix TV show
- Convey the dark humour of the books
- Drive sales of the book series
Solution:
Launching on the 22nd January 2018, Fun Kids put together a multi-platform campaign across radio, online and social platforms. This included a multi-platform competition and themed 60 second adverts.
Whilst providing a buzz and excitement around the new book covers, Fun Kids also ran bespoke online articles, providing extra promotion and drove direct links and key messaging. As well as promoting the new A Series of Unfortunate Events episodes coming to Netflix later in the year.
We also promoted the release to parents on Twitter Facebook and to our newsletter subscribers
Results:
- 4 million on-air impacts
- 8 opportunities to hear per listener
- 1,700 competition entries
- 2,500 newsletter opens
Leave a Reply