13 Reasons Why

Tackling a tough topic while helping create a best seller

branding|content strategy| public relations|influencer

Approach

A national conversation was just beginning to coalesce around teen suicide providing Penguin a tough challenge. How to effectively market a title that was potentially a lightening rod for controversey.

Using the book’s retro vernacular (the journal, polaroids, cassette tapes), we constructed an online experience where fans could connect with one another within an interactive scrapbook.

We then promoted the experience across social channels and helped anchor the overall marketing campaign by driving the conversation about the novel into an open, respectful and postive forum.

Results