Case studies

HayHouse Publishing – Online PR

The Background

HayHouse, the world’s leading mind, body and spirit publisher, were looking to explore how social media could help the launch and initial sales of a book aimed at Alzheimer & senile dementia carers. Titled ‘Keeping Mum by Marianne Talbot’, the book was in fact created from Marianne’s hugely popular blog diary of her trials and tribulations from looking after her own mother whom suffered with the disease.

The Brief

Support the offline book launch. Seek out the key online influencers and understand where conversations are taking place online in relation to this subject. Generate social buzz and encourage positive online sentiment from the outset of the launch. Help us understand ROI from your efforts.

The Solution

Scratch beneath the surface of this subject online and you’ll find hundreds of communities dedicated to sharing information on Alzheimer’s via blogs, forums and article websites.

Our first port of call was to prioritise our communication, the biggest influencers being our primary target. Having contacted over 50 bloggers and site editors, we secured coverage on 75% of them.

Secondly, we researched where conversations were taking place on social media channels, identified the editor and encouraged mentions where possible. The result was coverage across 8 LinkedIn groups, 22 Facebook groups and around 80 tweets. Total potential monthly viewership across all mediums reached over 90,000,000 worldwide.

The cherry on the top was the increased positioning of the book on search engines, which continues to drive thousands of potential purchasers to Marianne’s site as well as Amazon where they can buy.