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Nielsen BookData provides a range of services to the book industry internationally, aiding the discovery and purchase, distribution and sales measurement of books.
MARKETING STRATEGY OF THE YEAR
OVERVIEW After months of online-only work during Covid-19, marketing teams were back out in the real world in 2022. These eight campaigns combined brilliant work alongside bookshops and other partners with engaging activity across TikTok, Instagram and other digital platforms. From names to little-known début writers, they created some memorable publishing moments. Creating bestsellers remains an inexact science, but these strategies were undoubtedly instrumental in the success of all eight books.
OLIVIA FRENCH, ABBIE SALTER & SARAH SHEA The Borough Press marketing trio were key players in making Bella Mackie’s How to Kill Your Family the fifth-biggest- selling book of 2022 in the UK. Bookshop support and digital advertising created the initial wave of sales, but most impressive was the way the team sustained interest through to the end of the year.
HANNAH MARSHALL The campaign for Akwaeke Emezi’s You Made a Fool of Death With Your Beauty was Faber’s first foray into the romance genre. Steered by Hannah Marshall, it deftly repositioned an author with a modest sales record and made great use of bright visuals, Instagram, influencers and a spectacular launch event, propelling the book into the bestseller lists on release.
EMILY MORAN & CELESTE WARD-BEST The campaign for Love Marriage, led by Celeste Ward- Best and Emily Moran, ensured Monica Ali returned to publish- ing after 10 years with a bang, extending her from the literary market to the mainstream. Stunning visuals, proof drops and digital promotions helped to build the buzz, especially through independent book- shops and Waterstones.
LILLY COX & VICKY PALMER Bonnie Garmus’ Lessons in Chemistry was the hardback début hit of the year, with Transworld’s UK sales in all formats now past 400,000. The marketing campaign made light of a small budget, low author profile and tricky cate- gorisation to help the title soar. Design, retailer engagement, launch and pre-Christmas work were all exceptional.
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AMELIA FAIRNEY, ANNIE MOORE & ROSE POOLE The campaign for Michelle Obama’s The Light We Carry by the Viking trio brilliantly extended Obama’s brand into personal development. The three marketers overcame tight turnarounds and little author time with innovative activity, including a Self-care Sunday event and outdoor light projections, plus excellent audio and socials work.
KRISTINA HILL
& BETH MCWILLIAMS A Netflix adaptation took Alice Oseman’s Heartstopper sales into the stratosphere, but Hachette’s 2022 marketing campaign, led by Kristina Hill and Beth McWilliams, ensured the momentum continued. They broke the books out of their genre, converted TV viewers into book buyers and provided excellent support for retailers and schools.
DAWN BURNETT HQ’s campaign for Davina McCall and Dr Naomi Potter’s Menopausing, led by Dawn Burnett, helped create one of the most talked-about titles of the year. Pitching it as not merely a book but a move- ment, it was a meticulously researched and brilliantly executed campaign that struck the right tone at every stage. TCM sales of the title are now well into six figures.
GENEVIEVE BARRATT & SARAH JEFFCOATE Colleen Hoover’s It Starts with Us was arguably a shoo-in bestseller, but Sarah Jeffcoate and Genevieve Barratt’s campaign for Simon & Schuster helped take sales far beyond the BookTok core. Build-up, socials and a tailored rather than blanket approach to retailer marketing helped to achieve 120,000 sales in the first week alone.
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