The Azrieli Foundation was looking for a way to launch its book series of memoirs. It was looking to find a way to make the topic of their books, the Holocaust, relevant to young people and the broader community.
The Brown & Cohen Solution
Developed a unique book launch using Twitter as the primary communication vehicle. The book was re-edited into 140 character sections sharing chilling tales of history, three Tweets a day, until each book was told in full
Created a media relations strategy focusing on the innovation of the campaign and the first book’s author, a 97 year-old woman. The national media campaign was promoted through a media release targeting city, lifestyle and community media. Social media blogs were also targeted as a means of helping spread awareness
Promoted Twitter campaign at a launch event with over 800 people who were encouraged to follow the stories online
Click here or the photo below to view @MariansStory on Twitter and follow along!
Over 400 followers in three months were generated. The majority, unlikely to have been reached by traditional marketing outreach
Followers include book clubs, non-profit groups, history buffs, and local and national media including Canada AM, CTV Montreal, CTV Toronto, CBC’s Here and Now, National Post, Montreal Gazette (2 articles), Digital Journal, Canadian Business Online, CP24, Click Weekly! Omni TV, Non-profit Quarterly, Wall Street Journal Online and others who in addition to running stories about the book series, tweeted themselves encouraging others to follow
Media coverage was scored through media relations rating point system. Results included a total reach of over 3,758,333 people at a cost per contact of $0.005 and a quality score: 86.96%
According to twittergrader.com, the first two books in the series scored a 90/100. The score was based on an algorithm taking into account many factors of value, reach and influence in the Twittersphere. The Twitter page received a ranking of 759,888 out of 7,980,697, listing it in the top 10 per cent of active accounts
Over 150 mentions and retweets on the campaign during a two-month period