The Giant Jumperee is the first collaboration between renowned children’s author Julia Donaldson and the equally iconic children’s illustrator Helen Oxenbury, both of whom are famous for some of the most recognisable children’s books of today.
Tasked with taking The Giant Jumperee into Amazon’s top 10 best-selling children’s books on publication, we devised a paid social strategy that utilised key attributes of the picture book to engage both parents and their children, through engaging graphics, and a competition, aided by succinct targeting.
This isn’t the first campaign we’ve created for Penguin Random House, having also worked on the launch of Tom Fletcher’s highly anticipated book, Christmasaurus. With a mixture of social and display advertising, the campaign capitalised on Tom Fletcher’s act at the Royal Variety Performance, driving direct sales through several digital channels.
We’re delighted with how The Giant Jumperee panned out. On publication, and after a few short weeks, the book became the top 10 best-selling children’s book, and received over 10,000 direct clicks from social media, with a reach of over 270,000!
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.”
This was a great campaign to be a part of, and we’re looking forward to working more with Penguin Random House in the future.
Delineo, an award-winning Manchester-based digital marketing agency, have teamed up with Penguin Random House to promote a string of titles throughout 2017, including the latest Julia Donaldson picture book, The Giant Jumperee. Watch this space!