| |
|
 |
Case Study - Harper Collins:
HarperTeen FanLit
Client | Situation | Strategy | Results
Client
HarperCollins Publishers is one of the world's leading English-language publishers. The house of Mark Twain, the Brontë sisters, Thackeray, Dickens, John F. Kennedy, Martin Luther King Jr., Maurice Sendak, Shel Silverstein, and Margaret Wise Brown, HarperCollins was founded in New York City in 1817 by the brothers James and John Harper. Today, HarperCollins is a broad-based publisher with strengths in literary and commercial fiction, business books, children's books, cookbooks, and mystery, romance, reference, religious, and spiritual books. Consistently at the forefront of innovation and technological advancement, HarperCollins is the first publisher to digitize its content and create a global digital warehouse to protect the rights of its authors, meet consumer demand and generate additional business opportunities.
Situation
In October 2006, HarperCollins launched "HarperTeen FanLit", an
online writing event that invited teens to submit and vote on chapters
for a collaborative work of fiction. The website featured HarperTeen
authors and editors who interacted with teens, supplying inspiration
and writing tips. HarperCollins approached Reprise Media to help
increase registrations, voting, and chapter submission on the FanLit
website while also lowering their overall cost per registration.
Strategy
Reprise Media used paid search to quickly deliver a network of highly- engaged writers to the FanLit site, and then to rely on their participation and evangelism to promote the final product virally.
The company quickly built a list of more than 2,000 specific terms related to fans of writing and teen literature. Root words such as "contest", "books", and "writing competition" were combined with qualifiers like "teen romance", "scholastic" and "HarperTeen" to create longer phrases. Names of famous teen authors and books were also added to the list. The resulting list of phrases ensured that Harper would reach every potential participant for their contest.
Our media team sought to reflect the interactivity of the Fan Lit site in
paid ad copy, treating the ad itself as the first point of interaction with
FanLit's collaborative network. Ad creative focused heavily on action
verbs and challenges including "learn to write like a pro", "are you a
teen writer" "join harperteen" and "write now" were used to convince
people to click through.
To maximize the project’s conversion goals, Reprise Media chose to forego deep-linking in favor of sending all traffic directly to a single registration-based landing page. By funneling highly qualified traffic to the site, Reprise Media helped build FanLit’s social network to a point where it could develop virally.
Results:
For the FanLit campaign, HarperCollins asked Reprise Media to lower their CPA (cost per acquisition) level by 50%.
Reprise Media not only met that goal, but exceeded it by an additional 30%. By the end of the campaign, FanLit's CPA was 1/3 of the target price, and just over 1/5 of the original CPA. Reprise Media generated nearly 2,500 new registrations in just two months, of which roughly 80% either voted on
entries or submitted a chapter themselves.
To request additional case studies, or for more information on Reprise Media's search engine marketing services, call us at 1-800-218-9476, or contact a Reprise Media representative today!
|
|
|
|
