Targeting parents through strategic marketing for Usborne Books’ non-fiction, baby and activity books

The BookMachine Creative Agency worked on two major summer campaigns for Usborne Books – one centred around mental health in May 2022, followed by an environment campaign in June.

In tandem, the team managed paid social media campaigns and Amazon activity for Usborne’s non-fiction, baby and activity titles.


Parents reached


Competition entries


Combined influencer following


Facebook views


Facebook links clicked

“I simply can’t recommend BookMachine highly enough – the head office staff and the consultants have been outstanding.”

Carol Farley, Head of Marketing, UK – Usborne Publishing

smiggle usborne

Our Approach

  • Secured a major Instagram competition with children’s stationary brand, Smiggle. 
  • Co-ordinated a targeted influencer mailing, featuring key titles and a fidget pen from Smiggle which was shared by leading parent and teacher influencers with a combined following of over 1.2 million.

  • Created stand-out Facebook ads for a range of titles and campaigns including Easter, the Queen’s Jubilee, That’s Not My…, Don’t Tickle and Mental Health.

  • Co-ordinated metadata optimisation, description updates and A+ content across numerous titles and brands to increase sales conversions of Usborne’s non-fiction, baby and activity titles, with a particular focus on the Amazon platform. 

The Results

  • The competition reached over 100k parents and received over 8k entries, generating awareness of Usborne’s mental health titles.
  • Our mental health book ads specifically reached over 117K engaged consumers and generated over 2.2K link clicks with an average cost per click (CPC) of £0.18 – for context, the average CPC targeting ‘Books for Kids’ audience is £0.37.

What’s next?

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