Nathan

The objective

Despite the advent of digital and a change in entertainment and content consumption patterns, the book industry has held its ground, with a fan base that cannot do without the paper format (the so-called bookworms). However, it is becoming increasingly difficult for the industry to reach casual readers who are more accustomed to reading books.

The solution

The Nathan Jeunesse collection publishes books for young people aged 15 to 23, and decided to work with Sleeq to launch a campaign on TikTok to generate sales for its latest releases.

Sleeq therefore came up with an original influencer campaign based on several creative concepts to highlight the storytelling of each book and thus make the audience want to buy them. The great difficulty in influencer campaigns is to succeed in not only making entertaining content, but content that responds to a client's business objective (in this case generating sales).

One of the most innovative concepts was a video in which TikTokeur Antton Racca stages one of the chapters of the novel in the form of a short film, building up suspense and then inviting his audience to buy the book to discover the rest of the video. The campaign generated several million views and increased sales of the books in the collection presented on TikTok.

Results

The activation of influencers belonging to "non-reader" communities has enabled us to count more thana million views and to reach a wider audience, without any loss of content quality or audience.

With an acting content strategy, featuring the synopses of the novels, we achieved a very high engagement rate of over 19%.

This result is due to the creatives respecting the codes of the platform, but also to the acting of the influencers, who even evoked their own problems through these books. And so, arousing the curiosity of the viewers and inciting them to buy the book to know the rest of the story.