Fan-based digital marketing campaign for Joe Wicks

Fan-based digital marketing campaign for Joe Wicks

Pan Macmillan's non-fiction imprint Bluebird is launching a new fan-based digital marketing campaign for the third book in Joe "The Body Coach" Wicks’ Lean in 15 trilogy.

Wicks has sold over a million copies of first in the series Lean in 15: The Shift Plan since it published in December 2015, making it the fourth bestselling cookbook since records began, according to Nielsen BookScan.


The campaign for his new book intends to use #leanin15selfies, which shows fans holding copies of the books, the meals they've made from his recipes and body transformations, for a series of "regionally bespoke", digital out-of-home advertisements. The ads will feature the selfies which have been posted and tagged on Instagram, which will appear on D6 mall screens across the country for two weeks from publication on 17th November.

Eight UK regions will each have a different ad creative based on a map of the country. A general, non-regionally specific version of the ad, featuring fans’ #leanin15selfies will also run on Facebook and Instagram.

In addition, Bluebird is launching a fan-driven social campaign, offering the public the chance to decide the location of a one-off Christmas signing and meet Wicks. Voting via will generate a personalised e-card for Instagram, Facebook and Twitter, including the fan’s name and the location they have voted for. Posting these images on their feeds will give fans an extra vote for their chosen location. Wicks will appear at a WH Smith store in the winning town on 19th December, where he will be signing copies of Lean in 15: The Sustain Plan in time for Christmas.

Fans will also have the opportunity to tune into a virtual Q&A event with Wicks via Youtube. Tickets to attend the pyscial event at Youtube Space in London, and a Lean in 15-themed party afterwards, sold out almost immediately. Wicks will additionally be visiting Edinburgh and Birmingham in association with Waterstones, and Dublin in association with Easons, for Q&A events and meet and greets in local theatres.

Bluebird communications director Jodie Mullish said: "Joe’s extraordinary success has been driven by his wonderful, dedicated and passionate fans, and so it made sense for us to put some of them at the centre of our campaign. We wanted to demonstrate that Joe’s methods work: here are real people who he has helped get lean. By featuring real fans, we also show the breadth and diversity of his fanbase, and emphasise that Joe’s brilliant books really are for everybody."