THE AUDACITY
Katherine Ryan's debut book, The Audacity, sets itself apart from the typical celebrity memoir.
Our objective was to reach Katherine's devoted fanbase while also raising awareness of the book's key messages among a broader demographic, including general readers and individuals who may not follow her on social media. To generate anticipation, we conducted a highly exclusive proof print-run, generating advance praise and excitement. Additionally, we formed a partnership with Arena Flowers to create an exclusive Audacity package, which garnered significant attention on social media. This collaboration resulted in a surge of demand and heightened awareness for the book.
From a creative standpoint, we adopted a bold and uncompromising approach, placing emphasis on Katherine's powerful words and embracing her captivating persona. Our digital assets showcased a confident and visually striking identity, carefully avoiding being predictable or dull.
BEHIND THE SCENES.
To engage Katherine’s fans, we created excitement with a behind the scenes at the cover shoot video which was then shared with Waterstones as an exclusive announcement video.
UTILISING TIKTOK.
We created a custom soundbite for Katherine, based on the 2004 film Mean Girls – to further build hype around the release of the book. This concept was later pushed further through a series of social media assets.
THE RESULTS
The Audacity was the highest-charting new release on publication week, reaching number 3 on the Sunday Times bestsellers list.
* Estimated digital reach of 12million+ with support from massive influencers including Laura Whitmore, Charlotte Crosby, Vicky Pattison, Scarlett Moffatt, Gemma Collins and many more.
* Estimated value of partnerships £15k+ including custom book-branded The Audacity flowers sent to 150+ influencers, and available for the general public to purchase.
* Exclusive ASDA Tickled Pink edition
* In-store ASDA FM advertising
* Huge support from Waterstones social
* A book brunch launch event, hosted by The Ned with sponsorship from Moet & Chandon and Arena Flowers
* Over 4k pre-orders
* A Spotify ad recorded in the studio with Katherine which had a stellar 90.9% completion rate
* Insta-story extract reveal post-publication posted to Katherine’s 796,000 followers
“ALI WAS ABSOLUTELY FANTASTIC AT EVERY STAGE OF THE PROCESS – HIS PASSION WAS CLEAR AND HIS ABILITY TO THINK OUTSIDE THE BOX TO CREATE OPPORTUNITIES WAS INVALUABLE.”
— Kitty Laing
Head of Comedy at United Agents
in reference to the Katherine Ryan – The Audacity book campaign