Doubled pre-orders for a highly anticipated second novel

INDUSTRY: media

ROLE: copywriter, marketing manager

TEAM: Brianna Yamashita, Executive Director of Marketing

I ran a two-tier (B2B and B2C) pre-order campaign for the novel Milk Fed by Melissa Broder, doubling pre-orders over the author’s previous book, and generating dozens of organic social shares with an influencer campaign offering up custom book-themed swag.

The target audience for this book was women and LGBTQ+ folks from early twenties to forties, and people who read writers like Ottessa Moshfegh, Lauren Oyler, and Melissa Febos.

I ran creative direction on a product photoshoot, produced paid and organic social campaigns, managed influencer partnerships, wrote a promotional pitch letter to sales accounts (Amazon, B&N, and independent bookstores), and oversaw the budget and analytics for this campaign over the course of a year (from hardcover launch to paperback publication). I also provided copy and creative direction for the reading group guide, which was distributed to 200+ book clubs, and included in the paperback. You can take a look at that here.

The results:

• Pre-orders doubled from author’s previous title (The Pisces)

• Amazon Book of the Month

• Apple Best Book of the Month

• Indie Next Pick

• Pick for Emma Watson’s Book Club Belletrist

• The author chose to publish her next book with Scribner