Timbuktu Labs
Goodnight Stories for Rebel Girls 2
THE CHALLENGE
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, combined with the fact that sustaining attention for a follow-up is always a greater challenge.
RIOT SOLUTION
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 offered fans the rare opportunity to meet the authors at sell-out events working closely with retailers on the ground.
Tapping into the momentum of World Book Day and International Women’s Day, we leveraged the social media conversation with gusto, sharing branded content of dress-up ideas from books one and two and using the moments as media hooks.
THE RESULTS
We placed targeted press interviews, starting with the Guardian before an illustrated piece in The Daily Telegraph on publication day. A raft of coverage quickly followed across national broadcast and print media. A month after publication, the book was still top of the charts, alongside volume one, at numbers 3 and 4 in the Guardian’s hardback non-fiction chart, sandwiched between Mary Berry and Jamie Oliver!
WHAT WE DID
MEDIA RELATIONS · CREATIVE · PHOTOCALL · EVENTS · TALENT MANAGEMENT
