Integrated brand content delivers real results among young millennial book fans
Certain worked with Penguin books to deliver a highly targeted content campaign for the final book in Sally Green’s best selling 'Half Bad’ trilogy. The campaign content plan was aimed directly at our core millennial audiences and needed to ensure maximum engagement online, as well as ultimately driving book sales.
‘Certain came across as a different kind of creative agency from the off. They immediately got to grips with the brief, and were able to deliver integrated content in very fast turnaround. The campaign strategy was highly targeted to maximise our budgets and make sure we were only speaking to the right book fans, in the right channels at the right time. This combination of beautiful creative execution and solid content planning has really delivered for us, leading to an uplift in social engagement, and e-book sales.’
Natasha Collie, Senior Marketing Officer, Penguin Books
Instagram, Twitter, Facebook and Digital press all formed part of the content mix, and we used in depth targeting and profiling to identify core audiences and deliver value. By going straight to where we knew the fans would be, and giving them the teaser content they loved, we were able to generate high levels of interest and engagement in the run up to launch date.