TikTok influencer marketing campaign with Thames & Hudson

In April 2022, Bookmachine Creative Agency worked with Thames & Hudson to promote the paperback release of Spring Cannot Be Cancelled by David Hockney and Martin Gayford.

The Sunday Times bestselling book had a successful hardback release the previous year, and was selected as the Waterstones Non-Fiction Book of the Month for April. 

11

TikTok influencers

12,708

Views

12.13%

engagement rate

“Emily has been a joy to work with and I’m really happy with the TikTok content produced by the influencers. The book has been number 1 in the Times paperback nonfiction list for the past couple of weeks, which is a great result.”

Minty Nott, Head of Marketing

Spring Cannot Be Cancelled packshot for case study

Our Approach

  • After defining the budget and objectives, we began to research and compile a list of relevant influencers to approach. We targeted #BookTok and lifestyle content creators with audiences ranging from 1,000 to 250,000 followers.

  • We contacted the shortlisted influencers, negotiating suitable fees and establishing timelines for the campaign. Our brief for the creators was to create vlog-style content depicting a lovely spring day featuring Spring Cannot Be Cancelled, ensuring that it aligned with the title’s core message about the power of nature.

  • We secured eleven enthusiastic influencers, all of whom connected with our brief and the title from the get-go. We worked closely with Thames & Hudson to send out copies of the book and contracts to the influencers.

  • We kept track of when each piece of content was received, when approval had been given, when the influencer was to go live with their content, and when each invoice had been received. As the content was posted, we sent links to Thames & Hudson and kept track of performance before sending a final report to the client
hockney spring banner

The Results

By working with 11 bookish and lifestyle content creators with a combined audience of 426,000, we ensured the campaign was far-reaching and really honed in on our Gen Z target demographic. 

The influencers connected with our creative brief, and this is evident in the high quality of engaging content produced for the campaign. The content received high levels of engagement and was met with an entirely positive response, resulting in a strong engagement rate of 12.13%

The campaign also improved searchability for the title within TikTok, building a lasting bank of content visible to anyone searching for “Spring Cannot Be Cancelled” or “David Hockney in Spring”. 

We were successful in bringing Spring Cannot Be Cancelled to a new Gen Z audience on TikTok. 

“Really loved working on this campaign, and it was well received by my followers.”

Madeline Burbridge, @maddiespostcards

What’s next?

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