Creating a summer of dino discovery
A multi-channel marketing campaign that delivered reach, engagement and long-term visibility.
Campaign planning
Marketing strategy and campaign planning
Social strategy, content planning and community growth
Influencer and creator collaborations
Partnerships and brand activations
2.5 Million
impressions
40K+
clicks across paid campaigns
9,000
new Instagram followers
3
partnerships secured
The Brief
Puffin Books appointed Midas to deliver an integrated marketing campaign supporting the launch of Andy Day's new series, Dino Racers, alongside the second instalment in the Dyland the Dino Boy series,. The goal was to build awareness across both titles, engage family audiences, support A's social media presence and drive book sales through a combination of content, partnerships and paid advertising.
The Work
We worked closely with Andy, his agent, illustrator Alex Patrick, the PR team and the wider Puffin Books team to ensure a coordinated approach throughout the campaign.
We commissioned a suite of creative assets including book trailers, illustrated graphics, Amazon A+ content and seasonal promotional materials. A dedicated content shoot with Andy and Alex Patrick produced more than 20 videos and photography assets.
To extend reach, we partnered with family-focused creators and organisations including Reading Roots, BookBairn and ROARR Dinosaur Adventure Park. Alongside this, we managed Andy's Instagram activity and delivered paid campaigns across Meta and Reddit, using creator and author content to drive engagement.
The Results
The campaign generated strong awareness and engagement across both titles. Strategic partnerships connected the books with highly relevant audiences, while paid advertising delivered significant reach and traffic. Combined with sustained social media activity, the campaign helped grow Andy's audience and maintain visibility throughout the launch period.