Influencer marketing success with Flame Tree

Our Approach

We first created a longlist of TikTok creators, ensuring that their interests aligned closely with the individual titles. We also created a concise brief for the influencers to follow, providing key selling points, ideas and inspiration, whilst allowing them to be creative and have the freedom to create content that would resonate best with their audiences. 

The BookMachine team also conducted the outreach for the campaign, allocating the budget in order to secure the best fit creators, and managed influencer relationships throughout the process, ensuring both the publisher and the influencers were kept up to date at each stage. 

Once the influencer content was live, we reviewed organic performance and initial engagement in order to select which creatives we would utilise within the TikTok advertising. TikTok ads went live in the fortnight following each publication date, in order to extend the momentum of the campaign and maximise reach on the best performing influencer content. 

The Results

As avid fans of each genre, influencers on the campaign connected to the anthologies and were able to be creative in their interpretation of our brief. The videos showcased both the exciting and exclusive contents of each title and their beautiful foiled covers and sprayed edges, effectively presenting the books as covetable, must-have special editions. Audiences resonated with this, evidenced in the high level of engagement across the campaign. 

“I really enjoyed being a part of this campaign. I appreciated being able to have creative freedom and not be tied down to a very specific brief/script. It creates much more of an authentic video. Thank you to the team!”
– @racheljreviews

The campaign provided a strong opportunity to boost Flame Tree’s visibility on TikTok. When users search for “Flame Tree Beyond and Within,” these videos are among the first to appear, improving overall searchability and raising brand awareness. As a result, the content continues to reach new audiences long after the campaign has ended.

A top performing influencer both organically and within the TikTok advertising was @sineadhannacraic. Sinead created multiple pieces of content featuring the Folk Horror anthology, going above and beyond the requirements of the campaign. Her imaginative video concepts were a perfect fit for the book, whilst her in-depth review was authoritative and well-informed, positioning the Folk Horror anthology as a must-read title for Folk Horror fans as well as those interested in dipping their toes into the genre.