Viral Marketing Case Study
Random House - Viral Marketing Project
Monk Development created a viral marketing campaign to promote the release of a new book for a first time author. This was done because people are more inclined to accept word of mouth promotion than more formal forms of promotions. In addition, many users 'tune out' traditional marketing (banner ads, ad words, etc.) Our team created natural (non-sales) interaction with online communities to build product awareness and create buzz. The campaign targeted key websites, blogs, webzines and other online journals. The marketing plan included writing book reviews, articles, posts, comments and participation in online forums to discuss the book.
Results: The campaign received significant traction and the book went into second print. The author now has followed-on with this success and released several new books. Several articles were placed on the front page of heavily visited sites. During the campaign, these articles had exposure to over 500,000 people per month on these online magazine sites. Further, the articles were on sites that attract a specific people who are qualified buyers of the book. Monk Development participated in forum conversations as well as blog posts. Many of the conversations and posts led people who were already interested in the subject matter and connected them to the book. The end result was happy customers who purchased the book.
Monk has since conducted numerous viral marketing projects for publishing companies. Contact us to learn more about our viral marketing programs and how they can work for you.