MARKETING STRATEGY OF THE YEAR SPONSORED BY: NIELSEN THE SHORTLIST
HIGHLY COMMENDED: TRAYAURUS AND THE ENCHANTED CRYSTAL BY DANTDM (ORION) Used video content, games and giveaways to make a YouTuber the bestselling children’s début of 2016. “A lot of these sorts of books haven’t worked, but this one did. The ratio of sales to marketing spend is very good,” judges said.
MAESTRA BY L S HILTON (BONNIER) Blanket campaign for one of 2016’s most talked-about titles.
WRAPPED WITH LOVE (PAN MACMILLAN) Christmas strategy that used video clips to promote a dozen of its books as festive gifts.
WINNER: LEAN IN 15: THE SUSTAIN PLAN BY JOE WICKS (PAN MACMILLAN)
In bookselling as on social media, Joe Wicks was a celebrity and author who was impossible to ignore in 2016—and much of the credit for that goes to a relentless and very effective marketing campaign from Pan Macmillan. Led by Jodie Mullish with Tom Noble, and the
Kennedy Monk and Ralph agencies, the focused and creative work on Lean in 15: The Sustain Plan—Wicks’ third book in less than a year—not only ensured Pan Macmillan another blockbuster hit but also triggered sales spikes in his first two books and established Wicks as a brand for the long run. Wicks’ fans and social media were at the heart of the
KEY STRENGTHS
◆ ACHIEVED PHENOMENAL EARLY SALES FOR THE THIRD BOOK IN THE LEAN IN 15 FRANCHISE ◆ METICULOUS PLANNING AND BRILLIANT EXECUTION, INCLUDING INNOVATIVE USE OF SOCIAL MEDIA ◆ KNOCK-ON EFFECT ON WICKS’ FIRST TWO BOOKS, BOTH AMONG THE TOP 10 TCM SELLERS OF 2016 ◆ ORION HIGHLY COMMENDED FOR MARKETING THAT TURNED YOUTUBE FANS INTO READERS
23. BRITISH BOOK AWARDS - WINNERS 2017
campaign, with Facebook ads, YouTube Q&As, video content and a #leanin15selfie promo all among the mix. A social media competition to choose the last stop on Wicks’ book tour also proved very popular, and by the end of 2016 The Sustain Plan had sold nearly 230,000 copies. It teed up all three of Wicks’ books for the surge in interest in diet books that traditionally comes around each January perfectly.
“This campaign got absolutely everywhere, and it paid massive dividends,” said the judges. “It was full of great ideas and imaginative use of Joe Wicks’ fanbase . . . and has kept the incredible momentum of the books going brilliantly.”
BEATRIX POTTER’S 150TH ANNIVERSARY (PENGUIN/RANDOM HOUSE CHILDREN’S) Multifaceted and multistage campaign that engaged both children and nostalgic adults.
#BYBOOK (PENGUIN RANDOM HOUSE) Sharp use of social media and prizes to plug summer reads.
HARRY POTTER AND THE CURSED CHILD BY J K ROWLING (POTTERMORE) Built a pre-publication buzz that ensured the biggest-selling book of 2016 was a hit in digital too.
BORN TO RUN BY BRUCE SPRINGSTEEN (SIMON & SCHUSTER) Worked with the music sector to turn fans into book buyers.
Nielsen studies consumers in 47 European markets, and across more than 100 countries around the world, to give the most complete view of buying trends and media habits.
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