Boosting book sales around key events with impactful TikTok influencer campaigns for Little Tiger
Throughout 2023 and 2024, BookMachine worked with the Little Tiger marketing team to effectively market their children’s books in the run up to Mother’s Day, Halloween and Pride Month.
The goal of each TikTok campaign was to lead audiences to an Amazon page, incentivising sales of Little Tiger books. Our team delivered great results by working with influencers directly and then running targeted Spark ads with the best performing content.
28
total influencers
885,841
video views
10,523
engagements
10,949
link clicks across TikTok ads
“It’s been a pleasure working with the BookMachine team! All of the campaigns performed really well, and it’s lovely to see the family influencers creating engaging and high quality content that resonated with our target audience of parents during key seasonal periods.”
Jade McGrath, Marketing Executive at Little Tiger
Our Approach
Research stage
Across all four campaigns for Little Tiger, we conducted bespoke research to ensure the best selection of influencers. We were primarily looking for parent and family influencers on TikTok who create lovely lifestyle content for their audiences. Throughout the campaigns, we worked with top performing influencers again whilst always being on the lookout for others who might be a perfect fit for Little Tiger.
Briefing stage
We wanted the influencers to connect with the titles and have the creative freedom to showcase the books in ways that would resonate with their audiences. With this in mind, we provided a one-page brief with ideas, inspiration and key information, but otherwise let the influencers do what they do best! We discussed ideas and ended up with a varied range of content that would resonate with the target audience.
Securing influencers
Our thorough research process meant that the influencers were generally interested and keen to learn more after our initial outreach. We selected participating influencers from a shortlist, working with the client’s budget to secure the best selection for the books. Once confirmed, we sent out contracts and continued to liaise with the influencers throughout the rest of the campaign.
Spark ads
For each campaign, we ran TikTok Spark ads for up to a fortnight in advance of Mother’s Day / Halloween and during Pride Month. To decide which videos would be utilised within the ads, we looked at the initial organic performance and engagement, as well as the overall format of the video and its suitability for advertising on TikTok. The Spark ads provided a boost to each campaign and helped build momentum during key seasonal moments.
The Results
Highly relevant content – Across the four campaigns, the influencers were able to effectively showcase Little Tiger and integrate the books into their content. This ranged from bedtime routines and book reviews, to bookshelf rotations and discussions around themes from the books such as family, love and Pride. The overall high level of engagement (10,523 across four campaigns) indicates just how much Little Tiger’s target audience of parents resonated with the content.
Strategic use of Spark ads – For a relatively small spend, the TikTok Spark ads generated 10,949 link clicks through to Amazon across the four campaigns, and included some of the best CPC / CTR we’ve seen to date. In particular, the Pride Month campaign achieved a CPC of £0.09 and a CTR or 3.03%. This speaks to the quality of creatives, as well as the worth of dayparting in order to make the budget go as far as it possibly can.
“I have enjoyed each partnership with Little Tiger because BookMachine have made it a breeze, the brief is easy to follow, and communication is amazing, you are always an email away.” – @jensden_09
“It’s always a joy to work with Little Tiger and their gorgeous books! It’s been particularly lovely to see the quality of content created by influencers across the four campaigns.” – Emily Cameron, Creative Marketing Lead, BookMachine Creative Agency
What’s next?
If you’d like to become one of our future success stories, just get in touch and we’ll work with you to make it happen!
You can book an intro call with us at a time that works for you via our online calendar, or send us a message and we’ll aim to respond within 48 hours.
