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booktopia - tiktok marketing case study

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140.5k

actual reach

22

pieces of content

$64.9k

estimated earned media value

The mission

Booktopia approached CODI Agency to ideate and execute an influencer campaign to increase its brand recognition and presence online. We identified that BookTok influencers would be perfect ambassadors to partner with on this campaign, not only as their primary interest aligned with the brand, but their audience sees them as authorities on all things books, lending social validation and integrity to the campaign.

The process

In order to achieve the greatest cut-through, we focused our strategy on TikTok influencers, specifically those owning the BookTok space. Given the platform’s demographics, we aimed for Gen-Z/millennials to speak to their audience in an authentic, and trustworthy way.

A group of ten creators were selected for the campaign, with each influencer received a curated selection of books to unpack and review on their channels, making sure that the key messages the brand wanted to communicate were addressed.

The results

At the conclusion of the campaign, the creators engaged with created 22 posts, with a total reach of 140.5K, with 892.3K impressions and 2.88% average engagement rate for each content piece. Each post got an average of 1.2K engagements, 6.4K reach, and $3K estimated media value. The campaign as a whole generated $64.9K estimated earned media value.

KEY TAKEAWAYS

  • 140.5k actual reach
  • 22 pieces of unique content
  • $64.9K estimated earned media value.