SUMMERLAND/ELIN HILDERBAND CAMPAIGN: Making use of and improving the use of existing online assets.
Facebook.com/ElinHilderbrand was customized with a Timeline cover, profile image, tabs, and updates to the wall, photos, and events. A fan-gated exclusive excerpt from the book was added to the tabs.
To drive more traffic and likes to the Facebook page, we made use of Facebook ads and held an Elin Hilderbrand Summer Essentials Giveaway (third-party sweepstakes app used: NorthSocial).
Fan-gated
Hilderbrand was encouraged to engage with her readers via an arranged online Blog Tour. Participants in the tour were book bloggers and fans. From June 13 – 26, 22 participants were expected to do book reviews, host giveaways, post guest blogs written by Hilderbrand, and author Q&As. Participants were given blog tour graphics:
To reach new readers, her profile page was updated on Goodreads and a giveaway of 25 copies of her book was held pre-pub and reviews from book winners were up by pub date.
Book details http://www.goodreads.com/book/show/12799058-summerland – Book Cover, ratings, and reviews
Author info updated http://www.goodreads.com/author/show/88301.Elin_Hilderbrand – Video included
Giveaway: 20 copies, 1,646 entries
A Pinterest page was set up: Pinterest.com/ElinHilderbrand
The page was maintained completely by my using the following resources:
Elin's Friday Reads – taken from books mentioned on @ElinHilderbrand on Twitter
Elin Hilderbrand Books – all book covers linked via Goodreads.com
Summer Essentials – listed from the list of Summer Essentials for the Sweepstakes, with Elin's blurbs.
Summerland Things – "Summerlands" found via Google.
Additionally, the author, who was most comfortable on Twitter, was provided with a custom twitter wallpaper and had her tweets enhanced via retweets from the Twitter.com/LittleBrown account.
More book reviews were generated by sending review copies to a wider range of book bloggers.
Description
INew York Times Bestselling author and the "Queen of the Summer Novel" (Kirkus Review) Elin Hilderbrand, together with Little, Brown and Company published her book, Summerland (June 2012). The goal was to increase Facebook Likes for Facebook.com/ElinHilderbrand and to get Hilderbrand to engage more spontaneously with her readers online. The online effort is one among many (publicity, print marketing, paid advertising) that was expected to contribute to her landing higher up on the New York Times Bestseller list. The online campaign started in April 2012. As a result of online marketing efforts, the Elin Hilderbrand Facebook page went from 1,300 Likes in April 2012 to over 5,000 Likes by pub date, June 2012. Combined with print marketing, paid advertising, and publicity, Summerland made the NYT Bestseller list at #4. Her previous book, Silver Girl, had been #6 on the list.
Client
Little, Brown, Elin Hilderbrand