Marketing Strategy of the Year
WINNER HARPERCOLLINS
HarperCollins scooped this category last year for its work on Gail Honeyman’s Eleanor Oliphant is Completely Fine, which went on to become the bestselling book of 2018. Now its HQ team takes the award for Henry Firth and Ian Theasby’s BOSH!—a very different kind of publishing but an equally dynamic and effective marketing strategy. HQ tapped brilliantly into the vegan eating trend, but cleverly avoided
the trap of pitching the book in a niche. Instead it went full tilt at the mainstream, ditching the v-word for an "All Plants" strapline. The campaign first targeted retailers with bespoke initiatives such as
recipe cards for Waitrose, competitions and p.o.s. packs for Waterstones and tote bags for indies, before moving on to consumers with well- targeted digital ads. Creative elements included a "scented" bus stop ad releasing fudge cake smells, and a one-day BOSH! Fest at Borough Market that drew 800 visitors. By the end of 2018 the book had sold 142,000 copies, making it the highest selling vegan title of all time. What’s more, HC has laid the ground for a brand that should serve it well for years to come. “This was very far from an obvious hit: cookery’s a crowded market
and the authors weren’t well known,” said the judges. “It was a campaign that caught a wave and rode it brilliantly… to get numbers like these and sustain interest for so long is amazing.”
Highly commended in this category is THE MAINSTREET TRADING COMPANY. The indie bookshop in the Scottish Borders marked its 10th anniversary in 2018, and used festival-style events, book promos and new merchandise and logos to give a fresh boost to sales. “The marketing is completely beyond what you would expect of an independent bookshop… it’s wonderful to see them celebrating in style,” said the judges.
SHORTLIST
CORNERSTONE Launched The President is Missing by Bill Clinton and James Patterson with a bang at the London Book Fair, then took it to consumers
HARPERCOLLINS Shortlisted alongside BOSH! for a campaign for Ant Middleton’s First Man In that hit both military memoir and self-help markets
HEAD OF ZEUS Used social media, retail activity and endorsements to kickstart The Colour of Time by Marina Amaral and Dan Jones
PAN MACMILLAN Made a virtue of the long wait for Tombland by C J
THE BRITISH BOOK AWARDS WINNERS 2019
Sansom and turned publication into a major event in the fantasy field
PENGUIN RANDOM HOUSE Took Lee Child’s mega-brand Jack Reacher to new heights with a major spend across social channels and a Mirror tie-up
PENGUIN RANDOM HOUSE CHILDREN'S Made a splash for Feminists Don't Wear Pink with bold branding, Instagram work and giveaways
SIMON & SCHUSTER Shortlisted for its campaign for Anatomy of a Scandal, taking Sarah Vaughan from women’s fiction into psychological thrillers
Deft positioning of a potentially niche book in a mainstream market
Brilliantly paced marketing to
retailers and buyers, sustained from publication until Christmas
Smart use of digital platforms including the authors’ social channels
The Mainstreet Trading Company highly commended for its anniversary marketing
WITH THANKS TO: NIELSEN
Nielsen Book provides a range of services to the book industry internationally, aiding the discovery and purchase, distribution and sales measurement of books. For more information visit:
www.nielsenbook.co.uk
35
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52
