Penguin Random House Grupo Editorial

The objective

Engage new customers and boost brand awareness 

Penguin Random House Grupo Editorial is the Spanish-language division of the international publishing company Penguin Random House. They publish books in print, digital and audio formats for readers of all ages across Spain, Portugal, Argentina, Chile, Uruguay, Peru, Colombia, Mexico and the United States. 

For a year, they utilized TikTok as a platform to promote their brand organically, emphasizing product-focused content. Keen to enhance audience engagement, they worked hand in hand with their agency partner, IMAGINA, and embarked on a fresh and exciting campaign. 

The solution

Using split-testing to define a creative approach 

The campaign aimed to increase video views and tie into their larger marketing objective. The focus was on Sant Jordi (St. George's Day), the patron saint of Catalonia celebrated annually on April 23rd. The goal was to create engaging content without excessive promotion to enhance follower engagement. Key performance indicators (KPIs) included video and content engagement, click-through rates (CTR), and average time spent watching videos. 

To expand their reach, the marketing team chose TikTok Spark Ads to make the most of their organic content. The campaign ran from April 10-23, 2023, targeting a broad Catalonian audience aged 18 to 54. 

They collaborated with IMAGINA to source content creators who could effectively convey the campaign's message to potential buyers and showcase their books through entertaining content. The primary focus was to ensure ads produced were seen as entertaining rather than interruptive to the TikTok community. 

The results

Entertaining a wider audience with Spark Ads 

 The campaign was a game-changer. It was the first time the team had generated content where their product wasn’t the main feature. This new strategy netted strong results, with a reach of more than 920k and 1.4m impressions. Customer feedback was also noticeably higher. 

The outcomes of these findings have sparked a profound transformation in the team's approach to engaging with their TikTok audience. Rather than being seen as an interruption, they have become an integral part of the entertainment experience. Recognizing the importance of captivating a broader audience and fostering a genuine connection with their product, their primary focus now lies in entertaining their viewers.