Case Study TikTok: Penguin Random House
When books become entertainment
At IMAGINA, we worked with Penguin Random House to develop a TikTok campaign for Sant Jordi 2023, bringing books closer to younger generations through native content, creators and entertainment.
The 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
Additional organic reach
987676
The solution
Content where the product was not the protagonist — the experience was.
Spark Ads to extend the reach of organic content.
Co-creation with TikTok creators who can tell stories and recommend books through entertainment.
KPIs focused on user experience: engagement, CTR and watch time.
https://imaginadigital.com/wp-content/uploads/2026/05/ssvid.net-Penguin-Random-House_1080p-1-2.mp4https://imaginadigital.com/wp-content/uploads/2026/05/ssvid.net-Penguin-Random-House_1080p-1-1.mp4
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