'DARLING You Can't do both' BOOK LAUNCH
Janet Kestin & Nancy Vonk
Start a conversation about the #invisiblerules that challenge women in the workplace as a platform to launch the new book, 'Darling You Can't Do Both,' from advertising legends Nancy Vonk and Janet Kestin.
smak devised a two-layered strategy to launch the book: leverage existing conversations about motherhood, careers and workplace equality, and add a unique hashtag - #invisiblerules - to own the conversation online. The hashtag let Janet and Nancy direct offline conversations to the Twitter-sphere to increase interest and conversation about the book among readers. Tweets were published through their personal accounts which garnered dozens of retweets from key influencers and amplified the campaign messages. Real-time media monitoring identified opportunities to promote their personal brands and the book. It culminated when Janet and Nancy gave a signed book to Facebook's Sheryl Sandberg at Cannes.
The campaign started on June 2, 2014 and generated five million impressions in four weeks. Almost 50 percent of the engagement connected with social media influencers with medium and large followings. The book was trending on Twitter on June 4, hours before the book launch party.