Download BMS SHOESTRING SHORTLIST Winner January

The Book Marketing Society
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Around 30 publishers, retailers, PR agencies in membership
3-4 meetings a year plus Christmas drinks with the PPC
Marketing masterclasses and workshops
Annual LBF debate with the PPC
Seasonal (three times a year) Best Marketing Campaign
Awards: Adult, Children’s, Shoestring
Annual Awards with The Bookseller
Best Marketing Campaign Awards
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Award Criteria:
- innovation and creativity
- good return on investment
- identification and targeting of audience
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Judges for the 2015/16 Annual Awards:
Philip Jones (The Bookseller), Miriam Robinson (Marketing &
Publicity Conference), Jo Henry (BMS), Alastair Giles (BMS),
Mo Siewcharran (Nielsen Book),
BMS SHOESTRING SHORTLIST
Winner January-April 2015
Campaign: Calm – Michael Acton Smith
Marketer: Paul Martinovic, Penguin Random House
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Beautiful gifts books to key
influencers – unpacked on
video by Zoella
Dozens of digital assets creates
for in-house channels, brand
partners and bloggers
Promotional material and
shared conversations really
well done
Winner May-August 2015
Campaign: A Modern Way to Cook – Anna Jones
Marketer: Matt Clacher, 4th Estate/HarperCollins
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Partnerships and collaborations to
reach key audience: Innocent,
Leiths, Vegetarian Society,
Riverford etc. etc.
Author was ‘brand ambassador’ or
creator of exclusive content for
many of them
Short films for Instagram to
demonstrate recipes – over 8k likes
Winner May-August 2015
Campaign: Scrabble Week
Marketers: Caroline Maddison and
Justine Gold, HarperCollins
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Daily email & blog with exclusive
content to target Scrabble audience
World Champions at Waterstones
taking on all comers
Partnership with Mattel provided
boards, giveaways and prizes
Live broadcasting Scrabble games – including authors
Targeted new words for interested parties to amplify
Winner September-December 2015
Campaign: The Fox and the Star - Coralie Bickford-Smith
Marketer: Ingrid Matts, Particular
Books/Penguin
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Targeted adults – even though a kids book
Used in-house author to full advantage
‘Art & design’ classification, to stress the
design aspect of the book
Concentrated on POS for shops
to make the most of the beautiful
designs
Voted the Waterstones BOTY
Winner January-April 2016
Campaign: Your Ultimate Body Transformation Plan
by Nick Mitchell
Marketer: Orlando Mowbray, HarperCollins
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Challenging target market of 18-34 year old guys
Author trained journalist to go from ‘average Joe’
to cover model of the book in 12 weeks, with
progress revealed on social media – and Amazon
cover photo updated weekly
Used Shazam app VR to reveal additional content
of instructional videos when book pages scanned
BMS CHILDREN’S SHORTLIST
Winner January-April 2015
Campaign: Hamish and the WorldStoppers Danny Wallace, illustrated by Jamie Littler
Marketer: Elisa Offord, S&S Children’s Book
 Debut children’s book from adult writer
 Used WBD activity to good effect to
launch promotion
 Live action trailer
 Range of partners to help reach 8-12
year olds…including SuperAwesome
 Holiday Cottages competition with
over 100k entries
Winner May-August 2015
Campaign: The Shepherds Crown – Terry Pratchett
Marketer: Jessica Williams, Jannine Saunders, Gemma
Rostill, PRH Kids
 Comprehensive but sensitive campaign to
mark his last book
 Used consumer insight to target key
retailers and media for fans & potential
audience
 Worked closely with Waterstones,
including midnight event at Piccadilly –
‘great example of how an event can work’.
Sold out in 15 minutes
Winner September-December 2015
Campaign: The Rabbit Who Wants to Fall Asleep
Marketer: Vicky Photiou, Ladybird/PRH Children’s
 ‘Pure marketing’ – saw a niche, found the product
and sold it incredibly effectively
 Promoting the benefits rather than the book
 Very targeted audience research which impacted
on copy lines used & media chosen (eg Guardian,
Nursery Times, Facebook, Mumsnet)
 And retailers eg Asda shoppers core audience 
into 400 stores & chart topping
 Great use of optimisation and testing; Mumsnet
real case stories; re-promotion around end of BST
Winner January-April 2016
Campaign: Dork Diaries: Drama Queen
Marketer: Liz Binks, Simon & Schuster
 Identified audience as core fans (8-12 year old
girls) and gatekeepers (mothers)
 Used Dorkette ambassadors to spread the word
with specially created Dork Diaries goodies bag
 Fun Kids, Superawesome, Disney with What Kind
of Dork Are You? quiz & book trailer = CTR 5.12%
and over 1,900 views
 Red Letter Days/Time Inc partnership to offer
mother & daughter competition (VIP hair &
makeover)
BMS ADULT SHORTLIST
Winner January-April 2015
Campaign: Little Black Classics
Marketer: Sam Voulters, Penguin
 Very impressive range of partners
including British Airways and National Railcards
 Beautiful art-direction for 80 different artworks; compelling and
intriguing ads
 New website had 50K unique visitors in 24 hours; geo-targeting
to direct consumers to appropriate retailer partners
 Twitter competition for fans to submit photos of LU posters people were really talking about it
Winner May-August 2015
Campaign: Go Set a Watchman – Harper Lee
Marketer: Jen Doyle, Chloe Healy and Natalia Cacciatore,
Cornerstone/PRH
 Brilliantly overcame lack of author
 13 midnight opening events, TKAM book clubs in
Waterstones, Harper Lee festival in Piccadilly
 Audible announcement re Reese Witherspoon audio
 Father’s Day activity, artwork competition, branded
coffee
 Amnesty International digital teaching resource
 Universal partnership for free DVD with book
Winner September-December 2015
Campaign: The Tea Planter’s Wife by Dinah Jefferies
Marketer: Celeste Ward-Best, Cornerstone/PRH
 Identified audience as keen
recommenders/sharers, started campaign
by targeting 15 key authors  11 author
quotes
 Previous novel used as pre-awareness
tool with price promotion & additional
material targeting holiday makers
 NetGalley, Caboodle and TRA to reach key audience & book groups
 National Rail geo-targeted to WHS that did best with R&J titles; mobile
advertising geo-targeted to OOH advertising  best selling R&J title
Winner January-April 2016
Campaign: Lean in 15 by Joe Wicks
Marketer: Anna Bowen, Bluebird/Pan Mac
 Long lead in raised expectations & excitement
among core Instagram fans who spread the word
 Released masses of material up front – including
beach work out in summer and Christmas recipe
 Built up the audience and hit the crest of a wave –
which they’ve surfed on hugely successfully ever
since
 Sun collaboration key – more book buyers read the
Sun than any other newspaper…..
Winners announced at 4.30pm