Our client, LAPA, wanted maximum exposure for their new online bookstore. But in a world filled with online bookstores, how do you make an Afrikaans publishing house stand out from the crowd?
We created a campaign focused on the one thing the market had in common – Afrikaans literature – and gave them the opportunity to become the main character in a novel. We approached the well-known author, Leon van Nierop, to write the novel while the lead character would still be determined by an online campaign. People completed tasks on social media to solve the mystery around the
disappearance of a missing plastic surgeon, and the story that unfolded in this digital world became the backbone of the real novel.
The website’s maximum daily traffic grew by 132%, with massive free PR created online, on radio and in print, resulting in a return of investment in free PR of 1:7. Three people and their real lives were written into the Afrikaans novel, which would end up being the number-one bestseller for two weeks and in the Top 10 for four, outselling the mass-marketed 50 Shades of Grey countrywide for two weeks.
Social Media Strategy