The Brief:
Midas was hired by Charles Featherstone to implement an influencer outreach campaign for the launch of his memoir, My Rude Awakening. The aim was to build buzz ahead of publication through the digital book community and translate this buzz into reviews on publication day. A multi-pronged strategy across Marketing and PR succeeded in reaching a multitude of influencers and building buzz through further reaching digital platforms.
The Work
Midas’ marketing and PR teams worked closely on the strategy for influencer outreach. The author was providing 50 hampers with contents directly correlating to aspects of the book, there were also a large number of proofs available for early reading opportunities. Midas wanted to reach readers without the use of paid platforms such as Netgalley and Pigeonhole, instead making use of the physical reading copies available. In August Midas compiled a list of over 100 book reviewers that have shown interest in books of a similar genre. Thirty-three reviewers were sent an early copy of the book and an exclusive wicker hamper a copy of the book and:
- Kings Ginger liquor
- Crystalised ginger
- Cheese crackers
- Cheese knife
- Ceramic cheese baker
- Side plate
In September, Midas reached out to a number of Instagram-based influencers whose content was focused on ‘country-living’, a prominent theme in Charles’ memoir. Seven ‘country-style’ influencers were sent a copy of My Rude Awakening alongside an exclusive hamper.
In September, a two-week blog-tour was launched to coincide with the publication of My Rude Awakening. Bloggers posted their reviews across blogs, Instagram, X and Goodreads. An exclusive number of bloggers were also offered the chance to hold a giveaway, with the chance to win one of two copies of My Rude Awakening.
In October, Midas reached out to TripFiction to host two giveaways on their platforms to raise awareness for My Rude Awakening. The first giveaway offered entrants the chance to win two copies of My Rude Awakening alongside an exclusive hamper. The second giveaway offered five people a chance to win a proof copy of My Rude Awakening.
Midas also set up a competition with Country Living via their website, offering ten people the chance to win a proof copy of the book
The Result:
The influencer campaign for My Rude Awakening had a total reach of over 400,000.
- We secured content from all fifty influencers who were sent a copy of the book.
- The blog tour included 14 bloggers across Instagram and X.
- The Country Living giveaway had over 14,700 entries.
- The TripFiction giveaway had a reach of over 8,000.
- 26-star average rating on Goodreads
Influencers we worked with included:
CaraCountryLife (52.6K followers)
CountrysideRapunzel (26.8K followers)
Hayleybrazil (15.9K followers)
PerdixAndProsecco (12.5K followers)
The_Book_Girls_1 (8.7K followers)
Fleaing (4.4K followers )
Rutherford Reads (2.5K followers)
This campaign was led by Henrietta Richardson and Maddie Dunne Kirby