3 things that helped make the Queenie campaign a success

POSTED ON: 18/09/19 TAGS: cait davies debut queenie

by katie

At our last Members’ Meeting, Queenie by Candice Carty-Williams won the Best Debut Campaign award. The judges called it ‘A truly integrated campaign that created multiple opportunities to showcase not just the book, but also the author. Highly coordinated planning plus imaginative touchpoints meant that Queenie launched with an army of advocates.’

Here, Cait Davies of Orion shares some of the areas she focused on in creating this fantastic campaign.

  1. RETAILERS: Identify and then relentlessly target your key retailers as early as possible. Devise bespoke promotional strategies for each and ensure they feed into the wider campaign strategy – every element should work together and feel cohesive.
  2. BIGGER PICTURE: Plan your key campaign milestones in close partnership with PR and sales to drive maximum impact – and vice versa
  3. VISUAL APPROACH: On a long tail campaign, it pays off to work hard on creating a visual story from scratch proof to final book. Carry that branding across every platform, whether trade or consumer facing, to build recognition.