Creators

YouTube and Programmatic

Promotion of the first and second book by Huw Richards, gardening YouTube influencer and Sunday Times #1 Bestseller author, with DK Books

While working at DK, the UK market leader in gardening books, I collaborated with editors to create acquisition pitches and campaigns aimed at attracting a younger audience interested in urban gardening, zero-waste, vegetable growing, and sustainability.

To promote YouTube influencer Huw Richards's first book on small garden vegetable growing, I leveraged his existing YouTube following and expanded his presence to Facebook and Instagram. We produced 30-second book trailers for social and programmatic advertising and created static assets for retargeting.

Additionally, I worked with Richards on pre-publication buzz through unboxing videos and a YouTube content campaign, including a partnership with food influencer Jack Monroe.

The programmatic campaign generated over 3 million impressions, far exceeding the planned 600,000, and achieved a CTR 97% above benchmark.

The first month's sales hit the year-one target. The YouTube series for Richards's second book garnered over 6 million organic views, and the retargeting campaign had an average VVR of 30%, surpassing DK's benchmark of 28%.

Over two years, we grew Huw Richards's social channels by 119%, with Instagram followers increasing from a few hundred to over 50,000.

Huw Richards is now a #1 Sunday Times Bestselling author.

Copyright Huw Richards and Dorling Kindersley, Penguin Random House, One, Embassy Gardens, 8 Viaduct Gdns, Nine Elms, London SW11 7BW

Instagram & TikTok

Promotion of Finch Bakery, the first book by Instagram influencers and Sunday Times bestseller authors Lauren and Rachel Finch.

Lauren and Rachel Finch own a bakery shop in the UK that became an Instagram sensation thanks to their wonderfully sugary and colorful celebration cakes.

To promote their first book, Finch Bakery, a strategic marketing campaign was implemented, including timed announcements, cover reveals, and unboxing events, aligned with key media and influencer activities.

This approach generated over 1 million content engagements. A particularly effective tactic was an Instagram poll allowing followers to choose the final book cover, resulting in over 10,000 votes and 1,500+ pre-orders on Amazon.

By the publication date, pre-orders were 1800% higher than the DK average, and the book became a Sunday Times Bestseller in its release week.