Penguin Random House Social Media Campaign

The Giant Jumperee

Challenge:

Penguin Random House tasked Delineo with taking The Giant Jumperee into Amazon’s top ten best-selling children’s books on publication. The picture book is the first collaboration between renowned children’s author, Julia Donaldson, and iconic illustrator, Helen Oxenbury.

Approach:

A social media campaign that reprised the book’s striking illustrations and rhyming couplets; the six-week social media strategy included taking advantage of the key attributes of the novel, and creating a campaign that grabbed the attention of parents.

Pre-launch ‘teaser’ activity sparked intrigue. Rhyming headlines posed the question: “What’s a Giant Jumperee, can you draw one for me?” to promote a children’s Facebook competition, while the launch activity focussed on paid social, offering a mixture of on-page ads and unpublished (dark ads) directing audiences to purchase.

Outcome:

After a few short weeks, Delineo met its target, pushing The Giant Jumperee into Amazon’s top 10 best-selling children’s books on day one of the launch. The campaign received over 10,000 direct clicks from social media to Amazon, and reached over 270,000 people.

Vicky Photiou, Senior Marketing Manager at Penguin Random House said “This collaboration brings together two of the most well known and loved talents in children’s publishing. Julia and Helen have collectively sold an impressive 21 million books worldwide, in which titles include The Gruffalo and We’re Going on a Bear Hunt. However, this market is extremely competitive and Delineo have done an outstanding job in grasping how to take this book to market, engaging with our audience and contributing to a very successful launch of the book.”