Anniversary Campaign for the Carlsen Publishing Company
Carlsen Verlag was founded in 1953 as a subsidiary of Danish company Carlsen Copenhagen, for a young German audience. Since 1964, it has published its own titles of picture books and novels for younger children and teens, focusing on both educational and entertainment reading. Division Carlsen Comics is one of the three biggest comic publishers in Germany, and was the first to introduce comics to the German market. Carlsen is also one of the ten biggest publishers of children's books.
Tasks: Creating and executing a social web campaign, celebrating the 20 year anniversary of manga (Japanese graphic novels) in Germany, to act as a destination for existing manga fans and introduce new audiences to the books.
Ingredients: Setting up a Facebook Page, apps (photo tool, quiz, sweepstakes), Word-Of-Mouth Specials, media buys, offline guerilla outreach at cultural conventions, ongoing management and consulting.
Results: Development of an engaged community, creating a high interaction rate with users, receiving press and blog coverage, and gaining another highly satisfied client planning to expand the original agreement.
By the numbers: The Facebook Page reached 4,000 fans within weeks. Over 5,000 comments were posted by an active, engaged community during the same period of time.
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