About this project
We partnered with the leading UK publisher Octopus, to deliver an integrated influencer campaign and live event, turning the launch into a cultural moment that sparked conversation and connected the book with new audiences online.
The Objective
The goal was to create a memorable, themed experience, bringing together a curated group of influencers and content creators passionate about the history of Scottish witch trials in order to generate significant, authentic social media buzz for the book. The event needed to create viral, shareable moments worth sharing, spark conversations and inspire online content that meaningfully engaged with the topic and its themes.
Our Solution
We provided full-service, thematic event management, including:
- On-the-Day Execution: Handling the complete setup and running of the event, providing a smooth, enjoyable experience for the client, authors, and attendees.
- Venue Sourcing: Scouting and securing the ideal cultural venue, The Scottish Storytelling Centre in Edinburgh, aligning with the book’s historic and cultural setting.
- Guest Curation: Creating a highly-targeted guest list of relevant creators, resulting in a packed room of 95 attendees. This included 45 key influencers with a combined audience reach of over 1.3 million.
- Bespoke Thematic Experience: From designing event materials to creating bespoke goodie bags and engaging, on-theme activities that sparked conversation.
- Influencer Coordination: Managing all influencer communications, including initial outreach and briefing, as well as coordinating a pre-submitted Q&A with the authors, resulting in a highly engaged and interactive session.
The Result
The event was a resounding success, creating a room “buzzing with conversation, excitement and love for Claire and Zoe’s book”. The targeted influencer strategy paid off, producing online reach and engagement that matched the energy in the room that evening.
Influencers were briefed to share content both during and after the event, resulting in over 100+ stories on the night and more than 60 dedicated posts across Instagram, TikTok, and YouTube.
“It was a pleasure to collaborate with Maykn on this project. They truly took the lead, resulting in a hugely successful event. We worked closely with their team as they seamlessly managed the entire influencer launch, from securing the perfect venue to curating an incredibly engaged guest list.
The outcome was phenomenal: we saw over 100 stories posted on the night and more than 365,000 views across social media. We were thrilled with the turnout and the amazing quality of the content. We wouldn’t hesitate to recommend Maykn for their strategic leadership and excellent partnership.”
Matt Grindon
Head of Digital Marketing Octopus Publishing
“Honestly, one of the best book events I’ve been to.”
Johanna
(@memydogandbooks)
“The talk with Claire and Zoe was inspiring… Overall, a beautifully curated and meaningful event that I was delighted to attend.”
Loida
(@scotlandhiddenadventures)
“The author talk was one of (if not the) best I’ve been to.”
Laura
(@lauraslittlebooknook)
“Honestly, one of the best book events I’ve been to.”
Johanna
(@memydogandbooks)
