THE BOOK WITH 186 CO-AUTHORS by Mercury360 for VELLANT PUBLISHING HOUSE

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THE BOOK WITH 186 CO-AUTHORS

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Industry Books
Media Promo & PR, Case study
Market Romania
Agency Mercury360
Copywriter Simona Lazar
Strategic Planner Paul Kasprovski
Released November 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: VELLANT PUBLISHING HOUSE
Product/Service: BOOK
Agency: MERCURY360
Date of First Appearance: Nov 20 2009 12:00AM
Entrant Company: MERCURY360, Bucharest, ROMANIA
Group Creative Director/Art Director: Cristina Diaconescu (Mercury360)
Copywriter: Simona Lazăr (Mercury360)
Strategic Planner: Paul Kasprovski (Mercury360)
Account Executive: Catrinel Constantinescu (Mercury360)
PR Executive: Janina Oprea (Mercury360)
Media placement: Social Networking - Facebook - 20/11/2009
Media placement: Innovative Indoor - Gaudeamus Book Fest - 25/11/2009
Media placement: Innovative Indoor - Carturesti Bookstore - 01/12/2009
Media placement: Press Release - Websites, Blogs - 01/02/2010
Media placement: Event - Carturesti Bookstore - 25/02/2010
Media placement: Print - B24Fun Magazine - 02/02/2010

Results and Effectiveness
Although the publishing house was basically unknown before we started the campaign (an average of 10 daily visitors on their website), awareness quickly grew. Articles about the campaign appeared on hundreds of websites and blogs (the first 15 pages on Google display results about this campaign); we got 250% more visitors on the website, increased the Facebook friends’ number by 369%, and exposed the campaign to millions of people (through innovative indoors, written publications, radio and national TV stations). After only two weeks, sales grew 600% compared to other books by the same author; overall, a big breakthrough for our client.

Creative Execution
The strategic solution was to create a new type of book, where each reader could actively take part in generating its content. They would create another story to the story, as seen through their own eyes. We interacted with our target offline: at the largest Romanian bookstore and book fest through flyers, posters and innovative indoors. We reached them online on Facebook and via e-mail. We sent out one page of a mystery book, to Facebook friends and key opinion leaders. They left their personal mark on it and sent it back to us. At the end, we revealed the name of the author and book and published it: the book with186 co-authors. More than 200 young people came to the launch of the book. This is a huge deal, since book launches are very boring, unpopular events in Romania and generally expect about 20 middle aged people.

Insights, Strategy & the Idea
We wanted to draw attention to our client, a small exquisite publishing house with a niche target, by launching a new book in a unique and interactive way. We targeted active young Romanian people who spend most of their free time online (78% of them spend up to 6 hrs a day online), are interested in culture and literature but need to be challenged. The target had to find out: our client is not just another dull publishing house, but they provide a modern, fun, engaging adventure and their interesting books are totally worth the effort. Every reader interprets an interesting book differently. That’s why we created the first book with 186 co-authors.