Unity - Integrated, Social, lab and media relations campaign This was a piece of work we were commissioned to do around the paper back launch of The Thousand Readers of Jacob de Zoet - David Mitchell. As a piece of work it demonstrates how a clever integrated campaign can deliver huge results. The Brief Demonstrate the power of David Mitchell’s storytelling through campaign assets and coverage Devise online mechanic (and home) to drive recruitment of The Thousand Readers of Jacob de Zoet Develop creative execution of campaign, adding elements to drive engagement and coverage Support above-the-line activity in garnering reviews of book to appear in advertising creative The Coverage 40+ pieces of coverage 6 national print coverage + 2 national broadcast coverage 30 online coverage Total OTS: 69,368,917 Highlights included campaign opener in The Times, The Independent on Sunday, Channel 4 News, BBC Breakfast Key Learnings Innovative campaigns acts as content to generate widespread coverage and WOM, even where direct engagement is relatively low Regardless of the return (ie. the prize), it can be difficult to drive large numbers of people to proactively engage Facebook custom tab is great for user experience but does not work for socialising a campaign – peer-to-peer effect did not happen effectively (also means content is hidden) Challenges in promoting paperback to influencers Want to discuss more then give us a call.

1. The Thousand Autumns of
Jacob de Zoet
Campaign review – 20th April 2011

2. The brief
• Devise online mechanic (and home) to drive
recruitment of The Thousand Readers of Jacob
de Zoet
• Develop creative execution of campaign, adding
elements to drive engagement and coverage
• Support above-the-line activity in garnering
reviews of book to appear in advertising creative

3. Desired outcomes
• Generate buzz and awareness ahead of book
launch
• Demonstrate the power of David Mitchell’s
storytelling through campaign assets and
coverage
• Reach and engage with potential new readers
• Activating existing fans

4. Building on the brief
unity

5. Missing ingredients
• Core ‘Thousand Readers’ idea - a nice creative
route for above-the-line activity
• But needed to inject something else in order to
drive buzz (and coverage)
• Introducing…

6. The Reading Room
• We developed an offline, experiential element to
the campaign
• Designed to drive buzz and coverage around the
online campaign
• As well as providing a real-world space in which
people could experience the novel first-hand

7. Strategic approach
• Create a pop-up reading room in an interesting and
talkable location
• Use the reading room and the novelty of the wider
campaign to drive coverage opportunities meaning
that the campaign would be overheard by many

8. A word on: budget
• Budget was extremely limited for the activity,
especially with the addition of the reading room
• Unity took a hit on fees in order to execute the
campaign within budget
• No budget available for location costs etc. –
more time/resources required to bring the idea
to life

9. Campaign outputs
unity

10. Online home
• We recommended creating the main home for
the campaign on Facebook, with a separate
microsite providing a secondary review mechanic
• A tab was created within the Facebook page,
hosting all the themes and reviews
• All copy and design was produced by Unity with
input and approval from Sceptre

12. Engaging themes
• Unity recommended giving people the
opportunity to review an extract relating to a
specific theme within the book, highlighting its
many different genres
• Seven themes identified within the book
• Relevant extracts selected, approved by David
and featured on site

13. Guest editors
• We suggested securing influencers to act as
guest ‘editors’ for each of the themes, who
would each provide their own review, lending the
campaign immediate credibility:
- Kylie Clark, Japan National Tourism Organisation
- John-Paul Pryor, Dazed & Confused
- Mark Rappolt, Art Review
- Edwina Langley, The Lady
- Clare Longrigg, Psychologies
- Natasha McNamara, Glamour.com
- Simon Busch, MSN Travel

14. Social communities
• Campaign centred on Facebook, but Twitter
profile created to engage influencers
• Profiles managed throughout activity
• Outreach to reading fans and book clubs on
Facebook, Twitter & specialist sites
• Engage existing fans of David Mitchell, the
different genre(s) and good writing in general

15. Reading Room
• Secured Spitalfields as location - appealing to literary,
ABC1 audience and great setting for peaceful reading
space
• Reading room produced by Unity for minimal budget,
in situ (and staffed) at Spitalfields for four days
• Partnerships with Samsung and TeaSmith to provide
tablets and Japanese green tea
• Media event held in space

16. Poster campaign
• Unity secured ten ‘readers’ to attend London
photoshoot
• Managed schedule and liaised with client re.
logistics
• Three people used in final advertising creative
(including our very own Gerry!)

17. Key results
unity

18. Media relations
• Initially a secondary tactic, media relations
became major part of the campaign
• Unity pitched press releases about the reading
room and wider campaign to extensive media list
• Coverage was 100% positive, with much
including quotes and comments from David
• Guest editors also covered (eg. Psychologies)

19. Coverage highlights

20. Coverage highlights

21. Coverage overview
• 40+ pieces of coverage
• 6 national print coverage + 2 national broadcast
coverage
• 30 online coverage
• Total OTS: 69,368,917
• Highlights included campaign opener in The
Times, The Independent on Sunday, Channel 4
News, BBC Breakfast

22. Social media
• Outreach drove followers, fans and reviews
• Partners also Tweeted – eg. Samsung, JNTO
• Blogger outreach in tandem with media –
extensive coverage on blogs
• Images and updates added throughout reading
room activity, especially during event

23. Twitter highlights

24. Twitter highlights

25. Facebook highlights

26. Facebook highlights

27. Social media overview
FACEBOOK: TWITTER:
Page likes: 320 Conversations: 166
Post views: 41,556 Retweets: 57
Interactions: 89 Followers: 148
Likes: 55
Comments: 27
Wall posts: 7
Monthly active users: 1,010
Total views for 'Readers' tab: 5,694
Social reach:
Social engagement:

28. Reading room
• Total footfall at space during four-day period:
80,000 (based on daily figure of 20,000 provided
by Spitalfields)
• 100+ reviews uploaded within reading room
• Worked very well as piece of content to generate
coverage – gave campaign a focus

29. KPI’s
• Social reach: 300,000
• News pieces/blogposts: 30
• Total OTS: 5 million
• Campaign engagements: 2500
• Reviews/responses (via online & offline activity): 1000
• Community sign-ups: 1500

30. Campaign in numbers
• Social reach:
• News pieces/blogposts:
• Total OTS:
• Campaign engagements:
• Reviews/responses (via online & offline activity):
• Community sign-ups:

31. Key learnings
unity

32. Learnings
• Innovative campaigns acts as content to generate
widespread coverage and WOM, even where direct
engagement is relatively low
• Regardless of the return (ie. the prize), it can be difficult to
drive large numbers of people to proactively engage
• Facebook custom tab is great for user experience but
does not work for socialising a campaign – peer-to-peer
effect did not happen effectively (also means content is
hidden)
• Challenges in promoting paperback to influencers

33. Thanks for your time
unity