We commissioned ‘The Crowmaster’ fairytale from Stella Gurney to act as an exciting ‘base story’, themed around the ATL campaign of a small boy lost in an eerie wood.

An engine was built allowing parents to enter a selection of personal details about their child. At the click of a button their bed-time story was created which could be read online, emailed to a distant reader or printed off and bound into a beautiful book.

Interest 'ignited'4.5m exposures 17% interactions (3xav) 0.45% CTR (6xav).

4mins 46secs per visit, +25% AOL average 52 countries accessing Official PTA endorsement – 13,000 newsletter 12,611 unique 'Crowmasters' 89,000 uplift, kids book sales over period