Case Study
When books become entertainment
Challenge
Penguin Random House wanted to connect with younger generations at a key moment: Sant Jordi 2023. The challenge was clear: talk about books without sounding promotional and stand out in a highly competitive environment like TikTok.
People reached.
787654
Impressions
987676
Extra organic reach.
987676
Solution
Content where the product was not the protagonist — the experience was.
Spark Ads to amplify the reach of organic content.
Co-creation with TikTok creators, capable of telling stories and recommending books through entertainment.
KPIs focused on user experience: engagement, CTR and view time.
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