PARENTING HELL
The objective of this campaign was to capitalise on the popularity of the ever-successful Parenting Hell podcast, whilst also targeting the wider parenting market.
What set this project apart was our decision to prioritise the audiobook format and to in turn, devise an ‘audio-first’ campaign. While our ultimate goal was to dominate the non-fiction and audiobook charts, we believed from the outset that the audiobook presented the best opportunity to capture the essence of the immensely successful Parenting Hell podcast – narrated by the boys, this format offered a unique twist allowing them to ‘freestyle’ and interject as they read. Furthermore, it allowed us to offer dedicated fans exclusive bonus content and behind-the-scenes insights into the show.
Ultimately, we wanted the audiobook to be seen as a standalone product which could be purchased alongside the print edition. With this in mind, we worked closely with the audiobook production team to complement and enhance each other's impact.
THE RESULTS
Parenting Hell: The Book was the Sunday Times no.1 bestseller during
Super Thursday, the biggest release date in publishing. The audiobook also charted at no.1 in the Audible charts.
* Designated landing page with pre-order competition to win tickets to the Parenting Hell tour
* Huge influencer mailing featuring the book, postcards and book-branded condoms which got a lot of traction on socials.
* Targeted Meta advertising, an advertising late night between 12-4am with ‘Can’t Sleep? …Late night feed…’ messaging
* The audiobook sold over 30,000 units in the three months to the end of the year
* It was #1 in the Audible chart for two weeks and stayed in the top ten for eight weeks
* Exclusive first listen to Parenting Hell newsletter subscribers
* Behind the Scenes In-Studio filming with content designed exclusively for TikTok, YouTube and Meta
* Spotify advertising
* Rail advertising/digital play centre advertising during half term with messaging catered around school holidays