This was a very straight-forward marketing campaign, primarily about supporting Waterstones and independent bookshops with any point of sale material they needed, while updating the Sales team on plans from very early on. To capture a literary, consumer market we ran a London Underground poster campaign, along with social media from our Simon & Schuster and Scribner channels, and paid promotion in the lead up to Mother's Day.
Trade
I made up sell-in slides from early on, detailing our marketing and publicity plans so booksellers were aware this was an important one for S&S on which we were spending time and money.
Waterstones, in particular, had done incredibly well with the hardback edition of this title which published a year prior, so were keen to support the paperback in stores. I made up bookmarks and table headers for them, showcasing the utterly amazing hardback quotes.
In order to generate in house buzz and show the author how Simon & Schuster were getting behind the book, I created an email signature which many colleagues adopted and shared in their internal and external emails.
London Underground
Using the same creative and tagging Waterstones, I ran a London Underground gold 4 sheet campaign running from publication date for two weeks
Social media
I made up animated GIFs, videos and still visuals, tying in the creative with the London Underground campaign and POS, displaying poignant extracts from the book and incredible review quotes.
We started pushing from Simon & Schuster Twitter and Facebook channels, along with Scribner around a month before publication. It was great to see Waterstones head office getting behind the book on social media, as well as in stores, too.
Mother's Day promotion
We ran an email, paid Facebook and S&S website promotion across the book leading up to and over Mother's Day to drive gift-purchasing.
Results...
