Pan Macmillan launches innovative influencer-led outdoor campaign for Rewitched by Lucy Jane Wood
Pan Macmillan has launched an innovative new campaign for Rewitched by Lucy Jane Wood , running outdoor ads displaying influencer-led content in four major cities across the UK - Bristol, Leeds, Cardiff and Newcastle - targeting Waterstones stores. The cities have been chosen based on their strong sales potential in the book’s genre.
The influencer led ads have been designed to resemble TikTok videos so as to be recognisable to viewers and in a format that appeals to them. During the two weeks the outdoor ads are live, digital ads will simultaneously run to capture audiences on and offline, linking directly to the Waterstones online store.
The influencers will also be sharing the content of their own ads with their communities and Pan Macmillan is incentivising their community to share footage of the ads in the wild by offering up a prize of a Waterstones special edition hardback and themed merchandise.
‘This is a really exciting campaign as it gives us a new way to reach a predominantly online audience in a different context. By capturing high street shoppers, the campaign also increases the discoverability of the online book to a wider book-buying audience, therefore bringing new potential buyers into the community that we can more easily reach.’
Emma Oulton, Senior Influencer Marketing Manager
‘Creating space for innovation is vital and bringing together our communities and partners with a fresh approach is a great way of experimenting.’
Lee Dibble, Digital Marketing Director
Rewitched by Lucy Jane Wood follows Belladonna Blackthorn, “a burn-out witch balancing work at her beloved Lunar Books with concealing her powers from those around her”, and was published on 19th September.
