MY THOUGHTS EXACTLY
In our quest to establish Lily Allen as a respected author, our marketing strategy centred on showcasing her unique voice and the power of her written words. We adopted a bold approach by placing the book jacket in a secondary position, prioritising the messaging instead.
The campaign messaging, quoting her own words from the book, was thoughtfully crafted to evoke emotions and engage in discussions surrounding gender and sexism. We aimed to encourage individuals to truly listen to Lily Allen's narrative, fostering an immediate and relatable bond with both readers and the wider audience.
When it came to the publication of the paperback, we took a much more traditional approach to the marketing creative – focusing on the amazing quotes and review the hardback received, for mass-market appeal.
THE RESULTS
The Sunday Times No.1 Bestseller
* Shortlisted for the Specsavers National Book Award
* Outdoor campaign including Digital Screens in Shoreditch, 4 Sheet advertising (for both hardback & paperback)
* Author filming: behind the scenes at the cover shoot
* Instagram chapter reveal; making use of the audiobook (narrated by Lily) we created an Instastory Chapter reveal – shared by Lily. This was cited at the Futurebook Awards for ‘clever use of digital’
* Book branded GIFs for fans to use on their own instastories
*A suite of bespoke social media assets