To assist Michael Joseph with their advertising, we start by understanding their goals, target audience and competitors. We identify the message they want to convey through their advertising and develop a creative brief that outlines the project’s requirements.
Seizing the Opportunity
How Michael Joseph Publishing Adapted to Lockdown Restrictions
Michael Joseph Publishing knows how to throw a party! Every February, they host a lavish crime evening that highlights the best talent in the industry.
But due to lockdowns in 2021, the party had to be postponed. Fast forward to 2022 and there was finally a glimmer of hope with the UK’s restrictions easing. However, meeting in person was still too risky.
So, MJ put on their thinking caps and came up with an innovative plan to unite a vast army of enthusiastic crime bloggers for a virtual murder mystery party over Twitter.
It was a tricky move but one that paid off tremendously, showcasing their latest releases and newest authors. They reached out to us to help promote the event and we were thrilled to be a part of it.
Outlining the Solution
Designing the Perfect Invitation and Brochure for MJ Publishing’s Crime Party
With only a month until the big night, our team got to work on designing the perfect invitation for MJ Publishing’s annual crime party.
We drew inspiration from the evening’s hashtag, “MJCaseFiles22” and created a theme around fictitious crime scene case files using unique layers and textures to bring a touch of realism to the design.
Our team knew that the social media cards needed to be visually similar but not repetitive, so we spent hours crafting the perfect balance.
The physical “Casefiles” brochure followed next with the challenge of designing nearly 100 pages to look like a genuine casefile, complete with all the suspects (authors) and their crimes (books). Despite the looming deadline, we persevered, making sure that every detail was perfect.
Designing an Engaging Social Media Campaign and Evidence Box for MJ Publishing’s Killer Event
To invite bloggers to the event, we designed an evidence box containing everything needed to survive the night and catch the fictitious killer on the loose.
We included crisps, sweets, drinks, and a card magnifying glass for social media photo opportunities. With Phase 1 complete, Phase 2 was all about the social media design work needed for the night itself.
We designed 10 separate clues, intro and outro Twitter cards, and even an animation used to build hype and promote the event on MJ’s social channels. We created 30 Twitter cards specifically for each author and their new release to promote them throughout the night.
The virtual event meant that all promotion was happening in real-time and with a few last-minute tweaks, our work was complete. We waited anxiously to hear the verdict and were thrilled to discover that our design work helped make the event a resounding success.
The Changing Market
Navigating the Challenges of Book Promotion in a Digital Age
Firstly, there’s the challenge of standing out in an overcrowded market. With so many books being released every year, publishers need to find new and innovative ways to capture the attention of readers.
Secondly, there’s the challenge of finding a way to reach readers in an increasingly digital age. With more and more people consuming content online, publishers need to find ways to engage with readers on social media platforms and other digital channels.
Thirdly, there’s the challenge of working with limited budgets. Promoting a book can be expensive and many publishers don’t have the resources to invest in large-scale marketing campaigns. This means that they need to be creative and resourceful when it comes to promoting their books.
Finally, there’s the challenge of ensuring that the marketing campaign is in line with the author’s vision and the book’s message. Publishers need to strike a balance between promoting the book and staying true to its core themes and ideas.
The Perfect Product
Goals for Growth
How #MJCaseFiles22 Trended and Promoted 30+ Books with Zero Advertising Spend
Social media is a powerful tool that can give publishers valuable insights into the success of their campaigns. From something as simple as a hashtag, we can track engagement and understand how our audience is responding.
During the three days leading up to and including our event, the hashtag ‘MJCaseFiles22’ was liked, retweeted, commented on and viewed over 20,000 times! And for half an hour on the evening of February 28th, it was trending fourth on Twitter in the UK, just behind the Green Bay Packers.
Thanks to this virtual event, we were able to reach new audiences and promote our books far more than we could have with a typical in-person party. Despite the challenges of limited social interaction, we proved that there are always alternatives if you’re willing to think creatively.
With incredible visuals that we were immensely proud of, we were able to advertise over 30 books without any social media advertising spend, simply by harnessing the power of a free app, the power of people and their word of mouth. It’s a testament to the power of innovation and the endless possibilities of digital media.
Over 3 days #MJCaseFiles22 was liked, retweeted, commented on, and viewed over 20,000 times.
Trending on Twitter
20/03/2021 – 20/06/2021
20/03/2022 – 20/06/2022
3 month comparison, year-on-year
Penguin Michael Joseph publishes some of the world’s most popular authors. They specialise in women’s fiction, crime, thriller, cookery, memoir and lifestyle books. Many of their authors are now or soon will be, household names here in the UK and around the world.
Whether it’s a TV commercial or a social media campaign, our digital marketing agency in the UK has the ability to bring any story to life using the combination of our skills and the latest in technology.