Always a good story
Background
Storytel, the popular streaming service for audiobooks and e-books, sought a creative and engaging way to promote the new thriller ‘Miami’ by Kiki van Dijk. The aim was to reach a broad audience of both existing and potential customers with an interest in the crime and thriller genre. Storytel noticed that it was challenging to achieve ‘earned media’ with (audio)books, as they are often primarily written about. Challenging? Perhaps. Impossible? Certainly not. Let’s go!
Approach
The new book ‘Miami’ by Kiki van Dijk presents an excellent opportunity to capture that attention. However, with a wide audience and a limited budget, we knew that a commercial video through paid advertising would only generate a small reach. While it would guarantee some exposure, it wouldn’t deliver the impact aligned with our shared ambitions.
In the book, the underworld clashes with the upper world, and we know that the average consumer has an insatiable hunger for ‘thrills and excitement’. This inspired the idea for a stunt, where we filmed a passage as a ‘real’ crime scene in the heart of Breda. Instead of purchasing media, we allocated the budget for a tactical role for crime journalist Kees van der Spek.
Result
Opting for an earned-first approach was daring, but for this stunt, everything had to happen in just two minutes of ‘live action’. No rehearsals, visible direction, or second chances. We set up hidden cameras to ensure content creation.
The campaign generated over 4.5 million earned impressions. Based on this organic success, the client advertised the video with a budget of €8.5K across the usual social channels and additional channels such as Reddit and YouTube. This resulted in a further over 6 million paid impressions.
The authentic content and high entertainment value not only drove a large amount of well-deserved earned impressions, but also yielded low CPMs for paid media (€1.42) and, overall, a highly cost-efficient campaign.
The stunt has been seen by an enormous audience and this impact also translated into action. The book ‘Miami’ reached the number 1 position in the Storytel Top 50. A notable achievement given the high-profile and well-known offering.
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