Keith O'Brien

Industry: Author/Publishing

Services Provided:

• Historical Interactive Timeline Creation

• Contextual Fact and Event Consolidation

• Social Media Strategy and Planning

• Paid Social Media Advertising

• Paid Search Marketing

• Paid YouTube Video Ads

Background and Challenge:

Keith O'Brien, a New York Times best-selling author, was set to publish his new book "Charlie Hustle," chronicling the captivating tale of Pete Rose's ascent and descent in the world of baseball, illuminating the final golden era of the sport. The challenge lay in crafting a compelling marketing narrative that would not only engage potential readers but also educate them on the rich historical context surrounding Pete Rose's story and gambling in sports. With the literary market being fiercely competitive, it was crucial to devise a strategy that would make "Charlie Hustle" stand out and capture the attention of baseball fans and readers alike, expanding Keith's reach and audience size beyond his existing fan base.

Approach and Solution:

To tackle this challenge, a multifaceted marketing strategy was implemented. Initially, a historical interactive timeline was developed, providing an immersive educational tool for readers to explore the events of Pete Rose's life. This not only served as a pre-launch teaser but also enriched the reader's understanding of the book's context. Simultaneously, the team worked on consolidating facts and events to further build the story's background, ensuring the audience would have a comprehensive understanding of the narrative's setting.

To amplify reach and engagement, a robust social media strategy was formulated, encompassing both organic and paid efforts. This included the placement of paid advertisements across social media platforms, search engines, and YouTube, strategically targeting demographics interested in baseball, historical sports stories, and literature. The strategy was meticulously planned to complement the publisher's ongoing marketing and PR activities, creating a cohesive and unified promotional front.

Results:

The combined marketing efforts led to a significant expansion of Keith O'Brien's reach and audience size. The interactive timeline was met with enthusiasm, effectively engaging users and increasing anticipation for the book's launch. The social media campaigns, bolstered by targeted paid advertising, significantly increased visibility and interest in "Charlie Hustle," contributing to a successful book launch. The collaborative efforts of the agency, Keith, and his publisher cultivated a wider audience, ultimately driving higher book sales and engagement.

Conclusion:

The marketing campaign for "Charlie Hustle" illustrates the power of a well-rounded and strategically layered marketing approach in the publishing industry. By leveraging the unique aspects of Keith O'Brien's book and employing a diverse set of marketing tools and strategies, the campaign successfully engaged a broader audience, surpassing initial visibility and engagement goals. This case study underscores the importance of integrating educational content with strategic marketing efforts to enhance the overall impact of literary promotions, setting a benchmark for future publishing marketing campaigns.