Cannes Lions

THIRTEEN REASONS WHY

GREY NEW YORK, New York / PENGUIN BOOKS / 2009

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Overview

Entries

Credits

Overview

Execution

Once production began, we began researching places where conversations about the book were already happening. Blogs, message boards, book groups, etc. We then mapped out other places fans were travelling on the web -- adding to conversations, answering questions, etc. Once the content was finished we began to launch the videos -- first through a non-descript YouTube channel and eventually through other video distribution sites. Based on our early research, we would plug this content into conversations, with a simple “do you know what this is?” As views grew, we adjusted our outreach reactions and eventually built out shorter content for more traditional online media...adding to the intrigue and fuelling people to continue to pass it along. As fans continued to arrive to the YouTube channel, the community coalesced around answering questions and ultimately promoting the book themselves. Neither agency nor client ever interacted with the fans after the initial launch.

Outcome

As views grew, we adjusted our outreach reactions and created shorter content for more traditional online media...adding to the intrigue and fueling people to continue to pass it along. As fans continued to arrive to the YouTube channel, the community coalesced around answering questions and ultimately promoting the book themselves. Overall, sales UP 140%. The average teen novel sells 15.000 copies in a year, we did that in one month.When campaign began the book had sold 18,580 units. To date, 202,770 have been sold.The book has reached #3 on the New York Times best seller list.

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