Random House
Random Buzzers Teen Reader and Author Program
WINNER - GOLD Word of Mouth Marketing Association "WOMMY" Award!
Challenge
Random House Children's Books had no platform to directly engage with the consumer segment they were selling to. They relied solely on "traditional" advertising channels, and were fighting for audience with other publishers’ teen book divisions as well as 3rd party niche communities. Additionally, first-time authors who need exposure, traditionally have been left on their own to drive buzz, from book readings/signings to conducting their own PR.
Random House sought to find ways to consistently provide engagement and fresh content to consumers who are fickle and difficult to engage, as well as provide exposure for their authors.
Results
- 60,000+ Members
- 14,000+ pieces of user-generated content
- 4,000+ book reviews
- 3,000+ author questions submitted
- 90,000+ consumers reached by offline word of mouth
- 88% of members indicated Random Buzzers has improved their perception of Random House
- 79% of members indicated Random Buzzers has increased their likelihood to purchase from Random House in the future
By Capability
- Word of Mouth and Social Media Marketing, Technology, Strategy, and Measurement
- Managed Customer Communities
- Online Consumer Advisory Panels
- Viral and Buzz Marketing
- Loyalty Programs and CRM Integration
- Consumer-Generated Media
- Brand Ambassador Programs
- Facebook, Social Applications, and Widgets
- Influencer Programs
- Community and Social Network Marketing
- Product Seeding and Sampling
- Consumer Engagement Promotions and Sweepstakes
