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End of Year Data-Driven Campaign for #1 Global Book Publisher
Internationally renowned Penguin Random House is the #1 global book publisher, with more than 15,000 books released annually. They publish culture-shapers including Barack and Michelle Obama, Amanda Gorman, Kamala Harris, Molly Baz, Eric Carle, Ta-Nehisi Coates, Billie Jean King, Ibram X. Kendi, Will Smith, Stacey Abrams, Seth Rogan, Colson Whitehead, John Green, Jasmine Guillory, and so many more.
“This campaign takes the viewer on a reflective journey of the year by highlighting books that went viral and helped build community — particularly on TikTok with the increasing popularity of #BookTok." — Winter Mendelson, Founder and Executive Creative Director, Posture Media
Taking inspiration from Amanda Gorman’s Inauguration poem and subsequent book The Hill We Climb, “Find Your Light” acknowledges the challenges and uncertainties of 2021, while casting a hopeful light on the future. The campaign positions itself as a call to action for readers to discover what brings them joy and purpose and celebrates the power of books to shape us as individuals and as a culture, while telling universal stories that create a sense of community.
The campaign centers on a video narrated by Phoebe Robinson, bestselling author and founder of Tiny Reparations Books, and highlights books that went viral, genres that were popular, and readers’ interactions with Penguin Random House’s featured books and authors, revealing what our reading habits can tell us about the collective experience of 2021.
1. Social engagement
2. Earned media
Social engagement: This campaign performed extraordinarily on this front. YIB posts on IG averaged 619 shares (24% above average) and 736 saves (636% above average!) These stats and gifting carousels were saved over 1500 times each, and the first stats carousel was shared an incredible 3,655 times — PRH's 6th most shared post ever. The social ads (FB, IG, TikTok) also tracked well above engagement benchmarks.
Earned media: We were thrilled with PR coverage, with 9 pieces live (3.8M readership), including AdAge, Campaign, and It’s Nice That. One of our goals here was to position PRH as the place to find out what the world was reading, as Spotify does for music. The coverage has achieved that beautifully, making favorable comparisons between YIB and Wrapped.
Converting to sale: On our lists (there are 13) and articles, PRH had significantly above average add to cart rates and affiliate click rates, showing that this content is effectively pushing people to buy.
Performance Highlights
Total impressions: 16.6MT
Total video views: 4.8M
Site visits: 157K
D2C revenue $5.4K
Affiliate revenue: $12.2K
Total revenue: $17.6K
BIPOC authors featured: 40%
Social Spotlights
Avg. engagements per post (IG): 3.1K
Avg. shares per post (IG): 619
Avg. saves per post (IG): 736
Avg. engagement rate (IG): 3.5%
End of Year Data-Driven Campaign for #1 Global Book Publisher
Internationally renowned Penguin Random House is the #1 global book publisher, with more than 15,000 books released annually. They publish culture-shapers including Barack and Michelle Obama, Amanda Gorman, Kamala Harris, Molly Baz, Eric Carle, Ta-Nehisi Coates, Billie Jean King, Ibram X. Kendi, Will Smith, Stacey Abrams, Seth Rogan, Colson Whitehead, John Green, Jasmine Guillory, and so many more.
“This campaign takes the viewer on a reflective journey of the year by highlighting books that went viral and helped build community — particularly on TikTok with the increasing popularity of #BookTok." — Winter Mendelson, Founder and Executive Creative Director, Posture Media
Taking inspiration from Amanda Gorman’s Inauguration poem and subsequent book The Hill We Climb, “Find Your Light” acknowledges the challenges and uncertainties of 2021, while casting a hopeful light on the future. The campaign positions itself as a call to action for readers to discover what brings them joy and purpose and celebrates the power of books to shape us as individuals and as a culture, while telling universal stories that create a sense of community.
The campaign centers on a video narrated by Phoebe Robinson, bestselling author and founder of Tiny Reparations Books, and highlights books that went viral, genres that were popular, and readers’ interactions with Penguin Random House’s featured books and authors, revealing what our reading habits can tell us about the collective experience of 2021.
1. Social engagement
2. Earned media
Social engagement: This campaign performed extraordinarily on this front. YIB posts on IG averaged 619 shares (24% above average) and 736 saves (636% above average!) These stats and gifting carousels were saved over 1500 times each, and the first stats carousel was shared an incredible 3,655 times — PRH's 6th most shared post ever. The social ads (FB, IG, TikTok) also tracked well above engagement benchmarks.
Earned media: We were thrilled with PR coverage, with 9 pieces live (3.8M readership), including AdAge, Campaign, and It’s Nice That. One of our goals here was to position PRH as the place to find out what the world was reading, as Spotify does for music. The coverage has achieved that beautifully, making favorable comparisons between YIB and Wrapped.
Converting to sale: On our lists (there are 13) and articles, PRH had significantly above average add to cart rates and affiliate click rates, showing that this content is effectively pushing people to buy.
Performance Highlights
Total impressions: 16.6MT
Total video views: 4.8M
Site visits: 157K
D2C revenue $5.4K
Affiliate revenue: $12.2K
Total revenue: $17.6K
BIPOC authors featured: 40%
Social Spotlights
Avg. engagements per post (IG): 3.1K
Avg. shares per post (IG): 619
Avg. saves per post (IG): 736
Avg. engagement rate (IG): 3.5%
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End of Year Data-Driven Campaign for #1 Global Book Publisher
Internationally renowned Penguin Random House is the #1 global book publisher, with more than 15,000 books released annually. They publish culture-shapers including Barack and Michelle Obama, Amanda Gorman, Kamala Harris, Molly Baz, Eric Carle, Ta-Nehisi Coates, Billie Jean King, Ibram X. Kendi, Will Smith, Stacey Abrams, Seth Rogan, Colson Whitehead, John Green, Jasmine Guillory, and so many more.
“This campaign takes the viewer on a reflective journey of the year by highlighting books that went viral and helped build community — particularly on TikTok with the increasing popularity of #BookTok." — Winter Mendelson, Founder and Executive Creative Director, Posture Media
Taking inspiration from Amanda Gorman’s Inauguration poem and subsequent book The Hill We Climb, “Find Your Light” acknowledges the challenges and uncertainties of 2021, while casting a hopeful light on the future. The campaign positions itself as a call to action for readers to discover what brings them joy and purpose and celebrates the power of books to shape us as individuals and as a culture, while telling universal stories that create a sense of community.
The campaign centers on a video narrated by Phoebe Robinson, bestselling author and founder of Tiny Reparations Books, and highlights books that went viral, genres that were popular, and readers’ interactions with Penguin Random House’s featured books and authors, revealing what our reading habits can tell us about the collective experience of 2021.
1. Social engagement
2. Earned media
Social engagement: This campaign performed extraordinarily on this front. YIB posts on IG averaged 619 shares (24% above average) and 736 saves (636% above average!) These stats and gifting carousels were saved over 1500 times each, and the first stats carousel was shared an incredible 3,655 times — PRH's 6th most shared post ever. The social ads (FB, IG, TikTok) also tracked well above engagement benchmarks.
Earned media: We were thrilled with PR coverage, with 9 pieces live (3.8M readership), including AdAge, Campaign, and It’s Nice That. One of our goals here was to position PRH as the place to find out what the world was reading, as Spotify does for music. The coverage has achieved that beautifully, making favorable comparisons between YIB and Wrapped.
Converting to sale: On our lists (there are 13) and articles, PRH had significantly above average add to cart rates and affiliate click rates, showing that this content is effectively pushing people to buy.
Performance Highlights
Total impressions: 16.6MT
Total video views: 4.8M
Site visits: 157K
D2C revenue $5.4K
Affiliate revenue: $12.2K
Total revenue: $17.6K
BIPOC authors featured: 40%
Social Spotlights
Avg. engagements per post (IG): 3.1K
Avg. shares per post (IG): 619
Avg. saves per post (IG): 736
Avg. engagement rate (IG): 3.5%
End of Year Data-Driven Campaign for #1 Global Book Publisher
Internationally renowned Penguin Random House is the #1 global book publisher, with more than 15,000 books released annually. They publish culture-shapers including Barack and Michelle Obama, Amanda Gorman, Kamala Harris, Molly Baz, Eric Carle, Ta-Nehisi Coates, Billie Jean King, Ibram X. Kendi, Will Smith, Stacey Abrams, Seth Rogan, Colson Whitehead, John Green, Jasmine Guillory, and so many more.
“This campaign takes the viewer on a reflective journey of the year by highlighting books that went viral and helped build community — particularly on TikTok with the increasing popularity of #BookTok." — Winter Mendelson, Founder and Executive Creative Director, Posture Media
Taking inspiration from Amanda Gorman’s Inauguration poem and subsequent book The Hill We Climb, “Find Your Light” acknowledges the challenges and uncertainties of 2021, while casting a hopeful light on the future. The campaign positions itself as a call to action for readers to discover what brings them joy and purpose and celebrates the power of books to shape us as individuals and as a culture, while telling universal stories that create a sense of community.
The campaign centers on a video narrated by Phoebe Robinson, bestselling author and founder of Tiny Reparations Books, and highlights books that went viral, genres that were popular, and readers’ interactions with Penguin Random House’s featured books and authors, revealing what our reading habits can tell us about the collective experience of 2021.
1. Social engagement
2. Earned media
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Social engagement: This campaign performed extraordinarily on this front. YIB posts on IG averaged 619 shares (24% above average) and 736 saves (636% above average!) These stats and gifting carousels were saved over 1500 times each, and the first stats carousel was shared an incredible 3,655 times — PRH's 6th most shared post ever. The social ads (FB, IG, TikTok) also tracked well above engagement benchmarks.
Earned media: We were thrilled with PR coverage, with 9 pieces live (3.8M readership), including AdAge, Campaign, and It’s Nice That. One of our goals here was to position PRH as the place to find out what the world was reading, as Spotify does for music. The coverage has achieved that beautifully, making favorable comparisons between YIB and Wrapped.
Converting to sale: On our lists (there are 13) and articles, PRH had significantly above average add to cart rates and affiliate click rates, showing that this content is effectively pushing people to buy.
Performance Highlights
Total impressions: 16.6MT
Total video views: 4.8M
Site visits: 157K
D2C revenue $5.4K
Affiliate revenue: $12.2K
Total revenue: $17.6K
BIPOC authors featured: 40%
Social Spotlights
Avg. engagements per post (IG): 3.1K
Avg. shares per post (IG): 619
Avg. saves per post (IG): 736
Avg. engagement rate (IG): 3.5%
