This case study summarizes a branding campaign for a new novel during the Cairo Book Fair that drove big sales. The campaign objectives were to create awareness of the new novel and motivate purchases at the fair. The campaign used teasing on social media with quotes and the first chapter to build anticipation. It engaged readers through reviews, photos from the fair, and contests. The multi-channel campaign achieved high engagement on Facebook and SoundCloud, over 4,000 purchases, and over 1,000% return on investment.

2. CASE STUDY
A BRANDING CAMPAIGN FOR A NEW NOVEL DRIVED BIG SALES DURING
CAIRO BOOK FAIR

3. MUHAMMAD OMAR - MAGED MORSI

4. CAMPAIGN OBJECTIVES

5. TO CREATE
AWARENESS
TOWARDS THE
NEW NOVEL
TO MOTIVATE
PURCHASING
THE NOVEL AT
THE BOOK
FAIR AND
STORES

6. CREATIVE DIRECTION

7. BEAUTIFUL
HAS ENDLESS
CHARACTERS, STORIES,
SITUATIONS, CHOICES,
DECISIONS, TURNING
POINTS
+ =

8. ‫ومابتخلصش‬ ‫حلوة‬ =
THE CAMPAIGN WILL BRAND THE
NOVEL AS YOU WILL READ
SOMETHING BEAUTIFUL AND YOU
WILL WISH THAT IT HAS NO END.

9. CAMPAIGN STRATEGY

10. TEASING
•A HASHTAG WITH THE CAMPAIGN MESSAGE N WHICH
PEOPLE SHARE THE MOST BEAUTIFUL MOMENTS THAT
THEY WISH TO BE ENDLESS AND ASKING FANS TO EXPECT
WHAT’S HAPPENING
•CONTACTING INFLUENCERS TO PROMOTE THE HASHTAG
BRANDING
•REVEILING THE TEASING HASHTAG WITH A BRANDING
MESSAGE ABOUT THE NOVEL RELEASE AND A SHARE TO
WIN CONTEST TO MOTIVATE VIRAL REACH
•QUOTES FROM THE NOVEL.
•RELEASING THE FIRST CHAPTER OF THE NOVEL
•MUSIC MARKETING USING SOUNTRACKS AND PROMOS.
•REACHING GOODREADS USERS.
•COOPERATION WITH BIG READING PAGES AND GROUPS
TO SHARE OUR CONTENT
•INTERVIEWS WITH THE AUTHOR BY FAMOUS PUBLISHERS
ENGAGEMENT
•SHARING READERS REVIEWS ON THE NOVEL
•PHOTOS FROM THE BOOK FAIR & STORES
•DIRECT SALES POSTS
•PHOTO CONTEST FROM THE NOVEL AND WINNER WILL
GET A GIVEAWAY OF DAY-USE IN A VERY INSPIRING AND
RELAXING PLACE.

11. MEDIA CHANNELS
FACEBOOK SOUNDCLOUD GOODREADS

12. BRANDED
THEME FOR
THE POSTS
1 POST / DAY

13. HOW WAS IT WORKING?

14. THE FIRST TEASING POST
WE ASKED FANS TO SHARE THEIR
THOUGHTS USING HASHTAG:
#‫حلوة‬_‫ومابتخلصش‬

16. #‫حلوة‬_‫ومبتخلصش‬ #‫حلوه‬_‫ومابتخلصش‬ #‫حلوه‬_‫ومبتخلصش‬
WHILST USERS USED MORE THAN ONE HASHTAG:

18. THEN WE PUBLISHED
IN THE 2ND DAY THIS POST
THE POST FOCUSED ON BOOKS & MOVIES
TO MAKE USERS EXPECT THAT WE ARE
TALKING ABOUT A NEW BOOK

19. THE FIRST BRANDING POST
WE USED “SHARE TO WIN” TACTIC TO
MOTIVATE SHARING AN VIRAL EFFECT

20. AFTER +250 SHARES IN 1 DAY
AND WE HAD A WINNER

21. AFTER +250 SHARES IN 1 DAY
AND WE HAD A WINNER

22. WE USED A MIX OF CONTENT
QUOTES
THE FIRST CHAPTER OF THE
NOVEL
SOUND PROMO
SOUND TRACK QUESTIONS REVIEWS
GOODREADS ACCOUNT PHOTOS DIRECT SALES POSTS

23. QUOTES

24. REVIEWS

25. SOUND PROMO

26. SOUND TRACK

27. QUESTIONS

28. THE FIRST CHAPTER

29. GOODREADS ACCOUNT
WE SENT BOOK RECOMMENDATIONS TO
1,000 GOODREADS USERS

30. PHOTOS

31. DIRECT SALES POSTS

32. CAMPAIGN RESULTS

33. +22,000
ENGAGED USERS AT
FACEBOOK
+17,000PLAYS AT
SOUNDCLOUD
+4,000 PURCHASES
4.06/5
STARS
BY 77 RATINGS & 30
REVIEWS
1150% ROI

34. THANK YOU FOR READING THIS