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Launching Little Miss Spice Girls Books

Our Brief:

  • Support the launch of the Mr Men Little Miss Spice Girls Books with press coverage

  • Drive consumers to the online shop to pre-order their books and merchandise ahead of the arena tour

  • Excite licensee and retailers about LMS brand collaboration

  • Package up news and images and share with national and consumer titles under embargo to coincide with launch day

  • Drive pre-order purchase of books and merch by including a CTA to media driving consumers to the online store

Campaign Strategy:

  • To launch the books to coincide with the first news shots of the Spice Girls rehearsing for their tour to get the biggest bang for our buck

  • Package up news and images and share with national and consumer titles under embargo to coincide with pre-order launch day

  • Get a great image that sold the story – we knew we would have no time to capture an image of the Spice Girls so we need to make quick friends in their management team

  • Drive pre-order purchase of books and merchandise by including a CTA to media driving consumers to the online store

  • Launch to press in time with their UK reunion tour to maximise press and social coverage

  • Tap into Spice Girls audience by arranging for them to post on social driving their audience to the Mr Men Little Miss website

The Results:

  • Secured 37 pieces of coverage across national and consumer titles

  • 99m reach

  • 7,000 books sold within the first two hours of coverage appearing