Hachette UK uses social to ‘reinvent’ the way books are sold
Publishing group Hachette UK is giving fans and readers a direct say in the products it puts on special offer via a series of online marketing campaigns.
Through a partnership with social commerce company Buyapowa, Hachette UK’s consumer divisions will be running social-selling campaigns to let customers craft “one-of-a-kind" deals and offers.
Each campaign will engage consumers in a different way, including letting them co-create fan editions of classics and new releases, offering them the chance to personally curate a deal or offer, and giving them the chance to appear in one of their favourite authors books.
Damian Horner, brand development director at Hachette UK, commented: “This is another example of Hachette changing the rules when it comes to engaging with consumers. We couldn’t be more excited about what we’ve got lined up. We’ve already seen some very impressive results.
“Our debut campaign, for the celebrated Leon cookbooks, was designed to draw attention to the latest book in the series and sell more bundles of the complete set. It sold out within just 24 hours, which represented an astonishing uplift in sales and 80 per cent new customer acquisition.”
Hachette UK’s campaigns will live within a series of pop-up online boutiques, which are fully accessible across all devices and connected to various social networks, including Facebook, Twitter and Google+.