Faber & Faber worked with The Big Shot to create user-generated content and engagement to promote the release of Sophie Thompson’s new cookbook My Family Kitchen. The Big Shot discuss the work
Faber & Faber asked The Big Shot to help promote Sophie Thompson’s new cookbook, My Family Kitchen, by seeding existing content such as cooking demonstrations across cookery vlogs and networks. The target audience was 30 to 50-year old mothers, akin to that of Mumsnet.
Using influencers in the cooking community such as Fuss Free Flavours and The Crazy Kitchen, as well as cooking and lifestyle bloggers, The Big Shot helped to create a variety of user-generated content (in the form of recipe recreations) to drive awareness of the book. The bloggers created eye-catching and engaging book reviews, with accompanying recipes, recreations and photographs to capture their audience’s attention.
Also using social advertising in the form of promoted Facebook posts and a YouTube TrueView campaign, The Big Shot were able to directly target the audience, direct them to the digital point of purchase, and encourage them to engage with the video assets.
The outreach team researched and compiled a list of interested bloggers and social placements and sent out copies of the book to be reviewed. We briefed bloggers, telling them to include all links to purchase and direct the audience to engage with the video assets.
Using specific targeting we were able to direct the promoted Facebook posts and video assets in the direction of the target audience, with limited wastage.
Total reach: 198,984
Total engagements: 2227