5 key takeaways from King of Scars
POSTED ON: 10/07/19
TAGS:
by katie
King of Scars recently won a BMS Award for Best Young Adult campaign. Here, winners Natasha Whearity and Naomi Berwin share their learnings:
- Start building anticipation early
We announced King of Scars 15 months pre-publication and consistently seeded information, exclusives, giveaways, sneak peeks, etc from then until publication. With a brand with a) an existing fanbase but b) the potential to grow significantly, this gave us the opportunity to build maximum excitement amongst fans both old and new.
- Collaborate with your global partners
We worked incredibly closely with our publishing partners in the US – as well as Australia & New Zealand and other export territories – on everything from messaging and design to major announcement and detailed campaign elements such as social media readalongs. Particularly for a brand with a young, digital-focused readership, that alignment was invaluable in providing clarity of message, driving conversation, and maximising overall impact.
- Work your backlist
As King of Scars is set in a complex fantasy world previously introduced in Leigh’s earlier novels, it was vital that we use our long lead-time to familiarise new readers with the story so far – as well as driving excitement among existing fans by re-immersing them in the Grishaverse. We did this in a strategic, carefully timed, multi-layered way, using a combination of ebook price promotions, event activity, NetGalley coverage, digital advertising and global readalong campaign. Not only did this contribute to the success of the King of Scars campaign and expand Leigh’s overall fanbase, but it also generated significant backlist sales revenue.
- Consistency of message
Early on in the campaign planning process, we agreed on the messaging and visual approach that would be used consistently across territories and all campaign assets. The arresting ‘FACE YOUR DEMONS … OR FEED THEM’ and striking black and gold aesthetic became quickly recognisable and really added to the readers’ sense that they were seeing the book everywhere.
- Know your superfans
Going into this campaign, we knew that Leigh – whilst not yet at the same sales level here as in the UK – had a dedicated and extremely passionate core fanbase, and that these people were our most valuable advocates. We made sure to identify and engage these superfans early on, finding bespoke ways – from exclusive original artwork to personalised chocolate to licenced merchandise and more – to leverage their influence and drive maximum word of mouth.
Related posts
POSTED ON: 31/08/25
CATEGORY: News
TAGS: BMS Primer Workshop
We’re thrilled to be running a second BMS Primer workshop for book marketers in 2025. Targeted at those in the early years of their career, as well as those hoping to join the industry or wanting an u…
READ MORE
POSTED ON: 20/03/13
CATEGORY: Blog
TAGS: Conference data media
The conference was broadly covered in the book trade press, and picked up more than 400 tweets on the #Bowker13 hashtag. Here are a selection of the main reports.
READ MORE
POSTED ON: 27/05/22
CATEGORY: Blog
TAGS: BMS Awards
Thank to everyone who submitted campaigns for the first quarter of 2022 and congratulations to our winners! Click here for the presentation with judges’ comments or see below for the full list… Q1 – J…
READ MORE
POSTED ON: 26/01/23
CATEGORY: News
TAGS: BMS Awards
Thanks to everyone who submitted campaigns for the final quarter of 2022 and congratulations to our winners! Click here for the presentation with judges comments Or a full list can be found below… Q4…
READ MORE
POSTED ON: 03/11/23
CATEGORY: News
TAGS: Mentor
The Book Marketing Society mentorship scheme returns! After a pandemic hiatus, the BMS is delighted to announce the return of its mentorship scheme, matching junior-to-mid level marketers with more ex…
READ MORE
POSTED ON: 20/02/20
CATEGORY: News
TAGS: Hodder fleabag
In January, Helen Flood of Hodder won the October-December 2019 Best Non-Fiction Marketing Campaign award for her wonderful work on the campaign for Fleabag: The Scriptures. Here, she shares her three…
READ MORE
The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.
Follow us on X
Receive our newsletter
Sign up to our newsletter for all the latest BMS updates, events, job notices and industry news.
Join us on Facebook
All BMS Members are entitled to sign up to the BMS Facebook group and join our online community of book marketers.
The group is the best way to be in know about our events, hear about our promotions and ask other BMS members for advise.