Mobilising the US wellness community for a breakout book launch

USBooks
Written By Maddie Dunne Kirby

Delivering and influencer marketing and social strategy campaign to build awareness of a essential voice in Women’s health.

 
 

8k 

new
Instagram followers

18

engaged creators

5m+

reach

3

secured partnerships

42k

giveaway entries

 
 

  • Marketing strategy and campaign planning

  • Social strategy, content planning and community growth

  • Influencer/creator collaborations

  • Partnerships and brand activations

 

The Brief

William Morrow appointed Midas to deliver a full-spectrum marketing campaign for The Period Brain, a nonfiction book launch by Sarah E. Hill. Our objective was to grow the author's Instagram community, build visibility across the American women's wellness sector, secure advocates and position her as a trusted voice, managing stakeholders across author, agent, PR teams and publisher.

The Work

We ran stakeholder management through fortnightly calls, produced social and advertising assets, and built monthly Instagram content calendars translating book themes into scroll-stopping formats. We mapped and vetted 80+ US wellness creators, securing confirmed partnerships across Instagram and TikTok, and brokered retailer discount codes, a pre-order giveaway and co-marketing activations.

The Results

We delivered audience, advocacy and awareness growth across the US market. The author's platform grew significantly, influencer partnerships generated earned reach, and long-term brand relationships were established.

Maddie Dunne Kirby
Previous

Driving national conversation on AI in the classroom for Oxford University Press
Next

Performance marketing that powered a breakout year