The Thousand Autumns of Jacob de Zoet Campaign review – 20th April 2011

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The brief •  Devise online mechanic (and home) to drive

recruitment of The Thousand Readers of Jacob de Zoet

•  Develop creative execution of campaign, adding elements to drive engagement and coverage

•  Support above-the-line activity in garnering reviews of book to appear in advertising creative

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Desired outcomes •  Generate buzz and awareness ahead of book

launch •  Demonstrate the power of David Mitchell’s

storytelling through campaign assets and coverage

•  Reach and engage with potential new readers •  Activating existing fans

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Building on the brief

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Missing ingredients •  Core ‘Thousand Readers’ idea - a nice creative

route for above-the-line activity •  But needed to inject something else in order to

drive buzz (and coverage) •  Introducing…

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The Reading Room •  We developed an offline, experiential element to

the campaign •  Designed to drive buzz and coverage around the

online campaign •  As well as providing a real-world space in which

people could experience the novel first-hand

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Strategic approach •  Create a pop-up reading room in an interesting and

talkable location •  Use the reading room and the novelty of the wider

campaign to drive coverage opportunities meaning that the campaign would be overheard by many

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A word on: budget •  Budget was extremely limited for the activity,

especially with the addition of the reading room •  Unity took a hit on fees in order to execute the

campaign within budget •  No budget available for location costs etc. –

more time/resources required to bring the idea to life

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Campaign outputs

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Online home •  We recommended creating the main home for

the campaign on Facebook, with a separate microsite providing a secondary review mechanic

•  A tab was created within the Facebook page, hosting all the themes and reviews

•  All copy and design was produced by Unity with input and approval from Sceptre

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Engaging themes •  Unity recommended giving people the

opportunity to review an extract relating to a specific theme within the book, highlighting its many different genres

•  Seven themes identified within the book •  Relevant extracts selected, approved by David

and featured on site

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Guest editors •  We suggested securing influencers to act as

guest ‘editors’ for each of the themes, who would each provide their own review, lending the campaign immediate credibility: -  Kylie Clark, Japan National Tourism Organisation -  John-Paul Pryor, Dazed & Confused -  Mark Rappolt, Art Review -  Edwina Langley, The Lady -  Clare Longrigg, Psychologies -  Natasha McNamara, Glamour.com -  Simon Busch, MSN Travel

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Social communities •  Campaign centred on Facebook, but Twitter

profile created to engage influencers •  Profiles managed throughout activity •  Outreach to reading fans and book clubs on

Facebook, Twitter & specialist sites •  Engage existing fans of David Mitchell, the

different genre(s) and good writing in general

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Reading Room •  Secured Spitalfields as location - appealing to literary,

ABC1 audience and great setting for peaceful reading space

•  Reading room produced by Unity for minimal budget, in situ (and staffed) at Spitalfields for four days

•  Partnerships with Samsung and TeaSmith to provide tablets and Japanese green tea

•  Media event held in space

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Poster campaign •  Unity secured ten ‘readers’ to attend London

photoshoot •  Managed schedule and liaised with client re.

logistics •  Three people used in final advertising creative

(including our very own Gerry!)

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Key results

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Media relations •  Initially a secondary tactic, media relations

became major part of the campaign •  Unity pitched press releases about the reading

room and wider campaign to extensive media list •  Coverage was 100% positive, with much

including quotes and comments from David •  Guest editors also covered (eg. Psychologies)

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Coverage highlights

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Coverage highlights

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Coverage overview •  40+ pieces of coverage •  6 national print coverage + 2 national broadcast

coverage •  30 online coverage •  Total OTS: 69,368,917 •  Highlights included campaign opener in The

Times, The Independent on Sunday, Channel 4 News, BBC Breakfast

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Social media •  Outreach drove followers, fans and reviews •  Partners also Tweeted – eg. Samsung, JNTO •  Blogger outreach in tandem with media –

extensive coverage on blogs •  Images and updates added throughout reading

room activity, especially during event

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Twitter highlights

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Twitter highlights

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Facebook highlights

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Facebook highlights

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Social media overview TWITTER: Conversations: 166 Retweets: 57 Followers: 148

FACEBOOK: Page likes: 320 Post views: 41,556 Interactions: 89 Likes: 55 Comments: 27 Wall posts: 7 Monthly active users: 1,010 Total views for 'Readers' tab: 5,694

Social reach: Social engagement:

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Reading room •  Total footfall at space during four-day period:

80,000 (based on daily figure of 20,000 provided by Spitalfields)

•  100+ reviews uploaded within reading room •  Worked very well as piece of content to generate

coverage – gave campaign a focus

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KPI’s •  Social reach: 300,000 •  News pieces/blogposts: 30 •  Total OTS: 5 million •  Campaign engagements: 2500 •  Reviews/responses (via online & offline activity): 1000 •  Community sign-ups: 1500

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Campaign in numbers

•  Social reach: •  News pieces/blogposts: •  Total OTS: •  Campaign engagements: •  Reviews/responses (via online & offline activity): •  Community sign-ups:

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Key learnings

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Learnings •  Innovative campaigns acts as content to generate

widespread coverage and WOM, even where direct engagement is relatively low

•  Regardless of the return (ie. the prize), it can be difficult to drive large numbers of people to proactively engage

•  Facebook custom tab is great for user experience but does not work for socialising a campaign – peer-to-peer effect did not happen effectively (also means content is hidden)

•  Challenges in promoting paperback to influencers

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Thanks for your time