PERPETUATING A GLOBAL MOVEMENT
Hired following a competitive pitch, Riot was asked by the Good Night Stories for Rebel Girls team to propel the second volume of their global smash-hit bestseller to further chart-topping success in the UK. It was the first time they’d self-published a book, and we were thrilled to come along for the adventure.
Our strategy was to trigger an inescapable wave of media coverage spreading the Rebel Girl message, encouraging young girls – and boys – to dream big and live on their own terms.
We started the campaign with a bang by creating a PR moment around publication, offering fans the rare opportunity to meet the authors at sell-out events. We placed targeted exclusive press interviews, starting with the Guardian before an illustrated piece in The Daily Telegraph on publication day. A raft of coverage quickly followed across broadcast and print media. We partnered with booksellers (including Foyles, Waterstones and Blackwells) to leverage World Book Day, encouraging young fans to dress as their favourite hero from the book – one family braved snow storms travelling from Ireland to London to attend an event! We tapped into the social momentum of International Women’s Day with radio interviews and episodic readings on The Pool.
The strategy paid off. A month after publication, BOTH books were still top of the charts at numbers 3 and 4 in the Guardian’s hardback non-fiction chart alongside best-selling cookery titles (sandwiched between Mary Berry and Jamie Oliver!).
WHAT WE DID: MEDIA RELATIONS, CREATIVE, PHOTOCALL, EVENTS, TALENT MANAGEMENT