Arthur & Me

Brief

Ann Treherne is set to launch her first book, Arthur and Me through Amazon. The book describes spirit communication with Conan Doyle that led to the founding of a popular wellness Centre. The task is to design the cover and execute a low-budget awareness strategy. The cover must reflect the book's tone. The campaign had to penetrate an already saturated paranormal activity book market.

Execution

The book is positioned as the origin story for a spiritual centre in Arthur's name, in his hometown. This appeals to the interest of the centre's supporters, Edinburgh locals, Conan Doyle fans and those with interests in mediumship. The cover went through several iterations before the author was happy.

Results

The campaign reached hundreds of thousands of people and achieved the goal of raising awareness.

• Covered by 11 news outlets including 1 national and 3 international publications.
• Serialised in five full page parts by Edinburgh Evening News.
• The book sold a few hundred copies in 2020 and has an average review score of 4.5.
• The book is now set to be published in China.
• The landing page reached around 10k people in 4 countries.

Awareness Campaign

• Landing Page is created and promoted throughout site.
• Releases and free copies are sent to local and national media.
• Free copies sent for review to influential people in spiritual niches.
• Requests sent for Ann to appear on relevant podcasts.
• Landing Page updated to feature reviews and press coverage.
• Social Media ads targeted to the ACD Centre audience and affinity audience based on reviews.
• Email blast sent to ACD audience with invitations to free online book launch event.
• Physical book launch event (cancelled due to COVID).