WATCHING NEIGHBOURS
TWICE A DAY

'This is a book about growing up in the '90s told through the thing that mattered most to me, the television programmes I watched. For my generation television was the one thing that united everyone. There were kids at my school who liked bands, kids who liked football and one weird kid who liked the French sport of petanque, however, we all loved Gladiators, Neighbours and Pebble Mill with Alan Titchmarsh (possibly not the third of these).'

To achieve the best return on investment, our primary focus was on crafting a digitally led campaign that capitalised on Josh's existing profile and fanbase. We developed a customised landing page featuring a pre-order competition, offering fans the chance to win tickets to see Josh on tour when they pre-ordered the book. Additionally, we created book-branded GIFs and Filters accessible to all of Josh's followers through Instastories.

In order to broaden our reach and appeal to a wider audience, we implemented an extensive influencer-mailing strategy. Each recipient was carefully selected based on their potential for cross-over in audiences or their relevance to the '90s era. Each influencer received a personalised Pick'n'Mix package from Mr Simms Sweet Shop, a handwritten letter from Josh, and a book-branded 'endless' greetings card designed by Word Up Studios.

To further amplify the campaign, we utilised advertising platforms such as Meta, Spotify and Amazon. These channels provided additional visibility and exposure to a diverse range of potential readers.