Julia Pidduck – Marketer

Roald Dahl Day 2017

I worked with the Roald Dahl team and partners to promote Roald Dahl Day 2017 - to maintain the momentum from the Roald Dahl Centenary in the previous year which had been the biggest Roald Dahl Day yet, and to work with all brand partners to amplify messaging:
- Devised our key messages around Roald Dahl's heroes, focusing the activity around the child heroes in the stories, and introducing the new hero, Billy, in the re-release of Billy and the Minpins
- Promotion of the Roald Dahl party pack to parents and teachers across website, social media and email marketing to meet the download target
- Building relationships with key influencers to engage adults and encourage them to help a child be a hero on Roald Dahl Day
- Worked with Twitter to design and roll out a dedicated Twitter emoji for #RoaldDahlDay
- Worked with brand partners to ensure consistent messaging in keeping with themes and brand guidelines
- Managing social media around the day itself, sharing partner messaging, and all the themed activities.
- The result was the 2nd biggest Roald Dahl Day (the centenary year being the biggest)

Marketing Campaign for Where'd You Go Bernadette by Maria Semple

I devised and implemented a marketing campaign to support paperback publication of this critically acclaimed novel, capitalising on the reviews and word-of-mouth from the hardback publication. The marketing activity included:
- Twitter campaign - using the hashtag #WheresBernadette calling on followers to spot Bernadette in various locations to win prizes
- Advertising campaign on London Underground - using the eye-catching cover artwork to increase recognition and featuring the incredible review quotes
- Takeover on Stylist.co.uk Books pages
- Mumsnet book of the month: advertising, giveaway and web chat with the author

Ian Rankin - Author website and digital marketing strategy

Working with an external web development agency, I devised and managed the relaunch of author Ian Rankin’s official website. The project focused on SEO opportunities and providing an improved user journey, as well as a more engaging experience for visitors. As a result, the site saw a 14% increase in unique users, a 5% increase in traffic from organic search and a 14% increase in session duration in the six months after the relaunch.

I also conceived a new digital marketing strategy designed to build awareness ahead of the release of Ian's new novel, which resulted in his highest pre-order and publication day sales up to that point.

Julian Fellowes's Belgravia

From the writer of Downton Abbey, Julian Fellowes' Belgravia was a serialised story originally sold online direct to consumers worldwide and read via the dedicated app or website.

In order to promote the series, we needed to access fans of Julian Fellowes and Downton Abbey, and to build a captive audience ahead of the release of the first episode.

As part of a close-knit, busy team working on I played a key role in building awareness among the target audience, establishing a Facebook following of 22,000 and an email marketing list of 16,000 subscribers.

I also devised and led a detailed, data-led eCRM programme throughout the series and beyond