Campaign to watch: Women & Power by Mary Beard

Campaign to watch: Women & Power by Mary Beard

Miriam Robinson takes a look at Profile's campaign for Mary's Beard's Women & Power.

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    The objectives

    To mobilise an army of feminist readers and reach a new readership by spreading the message far and wide. To establish the book as a must-have Christmas gift.

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    A cover reveal video with Beard was shared by the author and her publisher on Twitter, Facebook and Instagram. Facebook pre-order campaign used two ads, one with a video and one with an image carousel. Profile launched the hashtag #womenandpower.

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    “Power Grabber” t-shirts and badges went to 80 bookshops, many of whom posted photos. Profile’s women wore theirs and shared on social. The list repurposed clips from Beard’s LRB Lecture and ran a Twitter competition to nominate a man (or boy) to send a copy to, which had 430 retweets.
    A London Review of Books print ad was taken out, and The Women’s Prize for Fiction will promote the book through its channels.

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    Press coverage

    The Pool interview, The F Word review, glowing full-page lead review in the Observer, Dan Snow interview for “History Hit” podcast, coverage in Stylist, Harper’s Bazaar, Irish Times, BBC Parliament “BOOKtalk”.

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    Sold-out LRB event on 21st November (with an accompanying lavish window display).