Concept for promoting the book "Trans" by Adam Southward
Development of a communication campaign and collaboration with influencers to reach the target audience of crime fiction readers.
Client
One of the largest publisher in Poland
Year
2021
Industry
Book publishing, publishing industry, crime fiction literature.
Technologies
Podcasting (Spotify, Apple Podcasts, YouTube), Social media platforms (Facebook, Instagram, Twitter), Online articles (Newsweek Psychologia), QR codes.
The project aimed to reach the target audience of individuals aged 25-39 and 35-44 who are passionate about crime thrillers. The target audience was identified based on the Polish Readership Study 2020.
Scope of Work
Podcast - "In the Trans":
A podcast series titled "In the Trans" featured experts in criminalistics to discuss the book's plot and create an atmosphere of mystery. Each discussion was preceded by excerpts from the book, serving as a starting point for the conversations.
Additionally, a 30-second audio trailer was created to generate interest.
Influencer Collaboration
Popular social media personalities Rafał Gębura and Marcin Myszk were engaged as hosts and book readers in the podcasts. Their participation contributed to expanding the campaign's reach and engaging new audiences.
Expert Article in Newsweek Psychologia
An expert article was prepared for publication in Newsweek Psychologia, containing a book description and a link to the purchase page. The goal was to arouse readers' interest, and a QR code in the article provided quick access to the book's purchase location.
Communication Channels
The campaign utilized online channels such as Facebook, Instagram, Twitter, YouTube, and Spotify to reach the target audience. Moreover, partnerships with media outlets like Wirtualne Media were established to increase visibility and interest in the book.
Summary
The project effectively introduced an aura of mystery and intrigue surrounding the book "Trans," capturing the attention of the target audience of crime fiction readers. Utilizing podcasts with book excerpts and discussions with experts proved to be a successful way of engaging listeners. Collaboration with influencers extended the campaign's reach, while distribution platforms such as Spotify, Apple Podcasts, and YouTube facilitated reaching a wide audience. Expert articles on partner websites and directing readers to the publisher's purchase page contributed to increased book sales.
Contact Me
For more details about the full scope of work, including target audience definition and communication channel selection, please feel free to contact me directly.
E-mail
writejaneknap@gmail.com