How BookMachine achieved 1.9M Amazon product impressions for Mirror Books’ frontlist
BookMachine Creative Agency worked with Mirror Books to promote a variety of titles in their front list, including I’m the Yorkshire Ripper and Everyday Ways to Save our Planet.
From managing Amazon A+ content and ads, to paid and organic social media, the team at BookMachine surpassed expectations and achieved:
1.59M
Twitter views
73k
Facebook link clicks
+100%
organic page visits
1.9M
Amazon impressions
“BookMachine were brilliant, the team were full of ideas, experience and wisdom. We learned a lot from seeing the experts in action and really value everything they did in promoting some of our titles at Mirror Books. We hope to work with them again as we know it’ll help our social media activity and engagement.”
Claire Brown, Marketing & Communications Manager
The Challenge
The primary goal of the campaign was to drive sales for Mirror Books’ frontlist titles published in the first four months of 2022 – including Easy Kills, A Girl Worth More, I’m the Yorkshire Ripper, The Art of Crime, Cops and Horrors and Everyday Ways to Save our Planet.
These titles were entering into saturated markets, targeting fans of true crime and lifestyle books, so our main challenge was ensuring each title made a splash across social media and Amazon upon publication.
Our Approach
- We started by developing an extensive marketing plan for each title, identifying the most effective channels and strategies.
- Created and managed paid advertising campaigns across Facebook, Twitter and Amazon.
- Created a content calendar and produced weekly organic content across Facebook, Twitter and Instagram.
- Organised mail-outs to influencers and bloggers matching our target demographic.
- Collaborated with Mirror Books’ in-house designer to create strong assets and creatives.
- Produced eye-catching Amazon A+ pages for each title and optimised Amazon product pages.
- Delivered weekly reports with updates and recommendations for the Mirror Books team to review.
“Working with Mirror Books on a selection of their frontlist titles at the start of the year was fantastic. I really enjoyed collaborating with the team at Mirror Books to generate ideas and get the most out of their diverse range of titles.”
Emily Cameron, Digital Marketing Executive, BookMachine Creative Agency
The Results
Our cross-channel marketing strategy resulted in a far-reaching campaign with impressive results. We ensured each book received a concentrated burst of awareness in the crucial fortnight post-publication. Our targeted ads across Facebook and Twitter generated 4.2 million impressions combined, driving traffic towards optimised Amazon product pages.
Our Amazon ads had 1.9 million impressions, with an average CPC of £0.35. Our ad campaigns on Amazon coincided with, and subsequently amplified, our social activity, hence why the results are so positive, as it meant our campaigns were dominating any relevant search results.
For the two top-performing titles in the campaign, our ads accounted for 17% of the total sales, whilst another title generated some of the highest ROAS we have seen – 10.94.
Creating a consistent schedule of organic content across Facebook, Twitter and Instagram supplemented the paid activity, and we noted a large increase in organic impressions and engagements during the campaign. Our mail-outs to targeted influencers helped us to generate early reviews, showcasing the books in the hands of readers.
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.
