Penguin Books

  • Brand identity
  • Social content
  • Digital design
  • Social strategy

Penguin asked us to create the social launch campaign and event for Harper Lee’s eagerly awaited novel ‘Go Set a Watchman’.

We created a truly immersive campaign, engaging loyal fans with conversations and competitions anchored in the heritage and love of her original classic ‘To Kill a Mockingbird’.

All major news outlets picked up the campaign, igniting the imagination and curiosity of an even bigger audience. This helped to achieve first week sales of over 105,000 in the UK alone.

18.2m reach across Facebook and Twitter
6.8m Facebook page impressions
3.5m unique users viewing Facebook content

”Penguin’s extraordinary campaign to launch
 Go Set a Watchman, which culminated in 13 midnight opening events in Waterstones and a Harper Lee festival in Waterstones Piccadilly, 
took the winning slot.“

Book Marketing Society Awards

Winner 2015