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IN-DEPTH CASE STUDIES
Let’s say,” proposes James Erskine, Director of
FANS, FANGS AND ONLINE INFLUENCERS
In an in-depth case study, James Erskine at The Big Shot and Hannah Bourne from HarperCollins Children’s Books explain how they used digital channels to engage a niche audience and drive sales for teen horror novel ‘Department 19: The Rising’
Media at agency The Big Shot, “that from a brand and marketing perspective, we’ve all got our social media footprint sorted. We’ve all got a website or some other clever digital destination. We’ve got a Pinterest page where we’re encouraging people to post pictures. We’ve got a YouTube channel which we’re regularly creating content for. We have Google+ to enhance our SEO. We have a Twitter feed that’s engaging our fans. We have a Facebook page which forms the centre of a community. We’re 100
per cent sorted – we’ve got social done! My argument now is that you should use the content you’ve created for those social spaces across all your other media; what you have going on in social should be reflected across the rest of your marketing plan. The content we create in social can be consumed in all manner of digital channels, and actually even broader than that.” This was the strategy that underpinned The Big Shot’s work to promote Will Hill’s second novel ‘Department 19: The Rising’. A supernatural saga of marauding vampires, ‘The Rising’ was published by HarperCollins Children’s Books in August 2012 and the marketing campaign was aimed at a carefully
targeted demographic of male, teenage readers. So, what was HarperCollins’ brief to The Big Shot and how did Erskine and the team approach it?
GEEK POWER “What we were tasked with,” says Erskine, “was broadening the audience for both books in the ‘Department 19’ series, and using the themes in the second book to do that. We had to reach new, engaged, targeted audiences and drive the return path back to the social destinations. What we suggested to
50 issue 17 may 2013
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