Projects & Campaigns

I've had the privilege of working with publishers internationally to create innovative book marketing campaigns and implement them with efficiency and a high attention to detail. Below, I've highlighted some of the projects I worked on as a subcontractor at marketing agency Tandem Collective. My case studies and a more comprehensive list of campaigns can be found at the bottom of this page.

YouTube Channel

Tandem Collective

I formally launched the YouTube channel for Tandem Collective, transforming it from a depository of Zoom recordings into a fount of original content. Animated videos explained Tandem's Readalong and processes, Shorts offered 1-minute videos of book recommendations and author appearances, and long-form videos provided insight into current releases and bookish trends.

See channel here

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Global author event

Bloomsbury Publishing, UK*

Bloomsbury's International Sales Team in the UK asked for a virtual event that would promote English-language books outside of the UK. The result included 6 authors, a BookTokker host, and audiences across eight time zones.

To promote the event, I organized brand partnerships with a tea and a chocolate brand, enabling us to send free tea and chocolate to VIP creators in Spain, Portugal, France, Germany, and The Netherlands, along with 6 books and other items. I then coordinated Instagram collab posts between the brands, Tandem, and Bloomsbury UK's Instagram accounts. I worked with Tandem's mailing teams in the UK, US, and South Africa to ensure all 120 packages reached their intended creators. This entailed the purchasing of sendout items from country-specific retailers and various postal distributors.

I also liaised with the graphic design team to finalize the event graphics, managed the EventBrite page for the event, and monitored the dedicated Discord Server with all VIP creators and ticket buyers.

Finally, I met the authors and host prior to the start of the Zoom event and remained on hand for technical support throughout the event.

Fantasy creator house

HarperVoyager, UK*

In January 2024, Tandem Collective hosted a 'Wellbeing Weekender' near Nottingham in the UK, where 40 bookish creators spent a weekend on a farm attending publisher-sponsored events and digital detox activities.

I was put in charge of the HarperVoyager Fantasy Lodge event, which highlighted two recent fantasy releases: Faebound by Saara El-Arifi and Godkiller by Hannah Kaner.

I set the stage at one of the farm lodges for a fantasy scavenger hunt, wherein creators completed creative content challenges featuring Faebound. The different spots in the scavenger hunt provided the creators with instructions, props, ring lights, and other tools, and they had to show us their posted content to get their next clue.

Following the scavenger hunt and the distribution of several of HarperVoyager's recent releases, myself and a colleague set up an intimate viewing area and interviewed Saara El-Arifi and Hannah Kaner over Zoom in front of the creators. The evening concluded with Hannah reading aloud the first few pages from Godkiller and the creators picking up where she left off in a candlelit Readalong of the first chapter.

Many of the creators cited the HarperVoyager Fantasy Lodge as one of their favorite parts of the event-packed weekend retreat.

Wellbeing Weekender Vlog (6:46 for the Fantasy Lodge segment)

Interactive Readalong

& Author Event

Nimbus Publishing, Canada*

The Spoon Stealer by Lesley Crewe released in Canada in October 2020, and in 2021, Canadian publisher Nimbus asked to spread the word about this historical fiction novel in the UK and US.

I wrote two blog entries about Lesley Crewe, one about her oevure of work and the other an interview to include in a dedicated newsletter about The Spoon Stealer. I then facilitated UK, US, and VIP UK Readalongs, the latter of which was an immersive experience where creators received a bundle of wrapped items each labelled with a page number. When they reached that page in their reading, they could open up the item to reveal something connected to that chapter. In addition to Readalong discussion questions and creative challenges that are standard in Tandem Readalongs, the items inspired creators to post multiple times about the book and the experience. Readalong Cards (which I personally designed) also included links to a Spotify playlist and recipes inspired by the book

At the conclusion of the Readalong, I conducted a chat on Instagram DM between the author and creators, and interviewed the author on Instagram Live.

Finally, the publisher planned a trip with the author to the UK, including visiting Leigh-on-Sea, the seaside town where much of the book takes place. I planned a brunch for the author and a number of the creators on the Readalong, who all travelled to Leigh-on-Sea to meet her and explore locations from the book. To cap things off, I created a vlog of the event and posted it on Tandem's YouTube channel.

YouTube Readalong

Hodder & Stoughton, UK*

I was delighted to lead on Tandem Collective's first major YouTube campaign featuring BookTubers.

I transformed Tandem's tried-and-true Instagram Readalong into a format suitable for the YouTube platform in the following ways

Instagram DM group --> Discord server
Creator story highlight for campaign --> creator YouTube playlist for campaign
1 creative challenge per day --> a list of creative challenges to be filmed in one video

Other elements from Tandem's Instagram and TikTok campaigns were also used, including working with microcreators, a Readalong schedule, creator livestreams, and unboxing videos.

Four VIP creators were paid to post 2 pre-recorded videos and host one livestream on their YouTube channel. As the campaign took place in January and was about the immune system, all creators received packages containing the book as well as branded tissue packs, cough drops, lip balm, and teas.

I found that nearly all of the creators involved created more content than was required for this campaign and on multiple platforms (YouTube, Instagram, TikTok). Some of the creators also posted YouTube shorts in addition to long-form YouTube videos.

The resulting engagement rate was 7.59%, well above the the average YouTube engagement rate of 2% for accounts with less than 2000 followers.

YouTube Readalong Case Study

Immune Readalong YouTube Playlist

Immune Readalong Cards

Newsletter & competition

Bloomsbury, UK*

My very first campaign with Tandem Collective was a bespoke newsletter and giveaway competition for The Happy Me Project by Holly Matthews.

The goal was for Tandem newsletter subscribers to promote The Happy Me Project on their Instagram stories in order to be entered in the giveaway and receive a free copy of the book.

In order to intrigue newsletter subscribers, I created graphics for the newsletter in line with the book's design. I also sent the author a set of questions, which was posted on the Tandem website as an interview and linked in the newsletter. I also asked the author to record a short video introducing her book, which was embedded into the newsletter.

Finally, I created short animations highlighting several inspirational quotes from the book. A link in the newsletter brought subscribers to a folder with these videos, so they could choose which to share on their Instagram stories. By creating these assets, we did the work for the creators so all they had to do was post the content to be entered into the giveaway, thereby making it easier to spread the word about the book.

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