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.

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.

‘Certain got to grips with the brief quickly and were able to deliver integrated content with a very fast turnaround. The campaign strategy was highly targeted to maximise our budgets and made 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

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500

%

Exceptional e-book sales figures in launch week. Click through rate increased by over 500% on previous year

3

X

Cost per click delivered 3x better value on previous year

40

%

Uplift in social media conversation compared with the previous book release in the trilogy