The challenge
Penguin Random House set us a challenge: to create a campaign to connect with young audiences on TikTok and position its titles as must-haves within the growing trend of BookTok. The goal was to generate authentic content that would resonate with regular and potential readers, and maintain a constant presence on this social network. The concept
We devised an always-on content strategy that would allow Penguin Random House to remain visible and relevant on TikTok throughout the year. We opted to integrate specialized content creators on BookTok, who already had a genuine connection with the reading community. The idea
We identified native booktokers, creators passionate about books, who were already part of the trend and understood the dynamics of TikTok. These creators helped position Penguin Random House titles through authentic videos, such as reviews, challenges, genre recommendations, and creative comparisons. The campaign fostered engagement with the reading public while maintaining a constant flow of content to reinforce the publisher’s presence on this platform.