Our challenge was clear: to celebrate our birthday, something that no one else cares about but us.

How could we make it relevant to the world?

We had the idea of making it relevant by making it irrelevant, so we created the first compilation of irrelevant news and put them into a printed book, with the most irrelevant of those news (our birthday) among them.

Our team compiled the silliest, most "singular" news from all around the globe; we asked one of the most relevant authors in our country to write the prologue and voilá! We were ready to publish.

We printed the book and put it in the most important book stores in Mexico, such as Gandhi and Fondo de Cultura Económica. We also had an online version of it and put it on Amazon and E-book.

After all of this.... we made news... the people and the media liked the book so much that we had a large media coverage and sold out in just 4 weeks. Somehow, our birthday became something relevant by making a book of the irrelevant inspired on it.

At first, we did this effort as PR to our own workers and partners. It soon became a bigger idea and it was through a proper PR strategy that we accomplished to make it seem real for rest of the consumers that bought the book, because it was interesting enough to them. That way, we made relevant an irrelevant book through PR.

The plan had to be executed in 4 months, so we followed these steps to get it done:

1. Develop the idea, make our anniversary relevant and different from the common ground, we thought of publishing a real book but with irrelevant news, with our own anniversary among them.

2. Assemble the editorial team and publisher to make it real.

3. Get a recognized author to write the prologue in order to make the book serious and relevant for some audiences. We contacted Xavier Velasco (2003 Alfaguara Award), who was fascinated by the idea and decided to do it for us.

4. Invite all our partners, workers and clients to discover the real stories they chose and became part of the publication

5. Edition, publishing and distribution of the book.

6. PR strategy with selected media in order to generate curiosity among readers and general public.

Info:

We spent 30,424.71 USD, mostly in printing and distribution.

We sold out 1,500 books in 399 pesos each one, getting a revenue of 38,612.90 USD only in sales

We had media coverage quantified in 96,774.19 USD

We had a final ROI counting both media coverage and sales of 135,387.10 USD

Some details:

All the collaborations and edition was made in-house.

The author Xavier Velasco decided to collaborate with us for free

We didn't spend any money on media or PR