BORN OUT OF THE IMPOSSIBILE, DEAD BY CHOICES

BORN OUT OF THE IMPOSSIBILE, DEAD BY CHOICES

ZAAF

The debut novel of Pemra Uğural, “Zaaf” (“Fraility”), deals with themes of love and betrayal, and for the novel’s launch campaign we aimed to remain loyal to its characters while breathing new life into the field of literary communication.

The name of the novel is "Zaaf" (meaning "Frailty") by writer Pemra Uğural and the publisher Siyah Kitap... All zero kilometers, just starting up. Books tend to be promoted using built-in mechanisms and traditional methods. As a result, new names rarely get noticed.

With this in mind, we embarked on a professionally designed media campaign that probably marked a first for promotion of a novel in Turkey. The publisher's social media accounts had 200 followers, which we brought up to 10,000. We followed through on every aspect of the campaign, from producing content to the back cover promotional copy. From influencer marketing to PR projects, we realized every step of our media campaign.

The basic idea of the video campaign was a "spin-off." We made the novel's more minor characters the protagonists of our videos. We turned the promotion into a game where readers would scan the book to help identify its characters.

For Zaaf's second edition, while Pemra was writing her second book, we embarked on new projects. The number of reviews and thousands of readers we'd brought to social media was enough reward.

Who do you think this character is? This campaign reached 1.2 million people, increased awareness for the novel Zaaf just as much as it provided strong support for sales channels.
BORN OUT OF THE IMPOSSIBILE, DEAD BY CHOICES

JUNE 2017

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