Digital Book Launch Campaign

Client

HarperCollins Children's Books

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Situation

David Baddiel’s children's book AniMalcolm required a dedicated online presence, including a website, animated video and Facebook page to support its launch and paid social campaigns. The project had a tight two-week deadline and minimal budget.

The website and Facebook page needed to be distinct from David Baddiel’s comedy persona and meet regulatory requirements for an audience under 13. It also had to be adaptable as a landing page for future paid and organic social media campaigns.

Solution

To execute a digital campaign in time for the launch, I implemented the following strategy:

• Website development: Launched booksbybaddiel.com using a trusted, low-cost web designer. The website was designed to be simple, but fun, harnessing the existing artwork and branding, while ensuring it was suited to a young audience

• Stakeholder ideation and sign-off: Pitched several possibilities for the landing page before getting buy-in for ‘Books by Baddiel’ which gave distance between his comedy work and children’s books but still was clear in its purpose and SEO-friendly; pitched a one-pager business case to the Publishing Director for sign-off; engaged the web team from the earliest stage to ensure compliance

• Video development: Briefed a trust animated video developer for a time- and cost-effective 30-second animated trailer that they could confidently deliver on time

• Distinct design: Created a separate online space for the children's books that distinguished it from Baddiel’s adult-oriented content. This separation helped maintain a clear focus on the target audience and content.

• Future-proofing: Designed the site as a versatile landing page capable of integrating seamlessly with future social media campaigns and promotional activities. This design allowed for easy updates and adaptations for new content.

The website and animated video were successfully launched on time and on-budget, providing the perfect book release. Booksbybaddiel.com has continued to the main destination for David Baddiel’s children’s book campaigns over the past eight years, demonstrating its long-term relevance and adaptability.