SITUATION:
Justin Baldoni did his amazing TED Talk that first mentioned MAN ENOUGH. Now what?
TASK:
To build awareness and a community for the brand Man Enough which is new, unknown, and birthed from a Ted Talk by Justin Baldoni through a book launch and podcast.
CHALLENGES:
• No one knows MAN ENOUGH
• Never have launched a book
• Never have launched a podcast
• Minimal to no community
• How do we standout from other 2,000,000 podcasts and over 48 million episodes (April 2021)
ACTION:
Created a book launch strategy that resulted in breaking a new record for Harper Collins.
Created a podcast strategy and campaign that now has a team, developing business model, and making charts.
MY ROLES:
• Art direction
• Creative Direction
• Strategy
• Build a team around project
• Communicate frequently with PR, team,
• Oversee quality control
• Make sure that the community comes first
• Project management
RESULTS:
NEW RECORD:
Harper Collins to date have never had a pre-order campaign sell out with an Indie books store.
THE CHARTS:
BOOK:
• Man Enough was Editor’s Pick for Book of the Month
• Man Enough was #3 in movers and shakers.
• #1 and#3 in Amazon Best Sellers in General Gender Studies.
• #1 and#3 in Amazon Best Sellers in Social Activist Biographies.
• #1, 2, and#8 in Amazon in Amazon Best Hot new Releases in Social Activist Biographies
PODCAST:
• Peaked #10 on the Apple Society & Culture charts
• Top 100 US podcasts on Apple overall
• #11 on Spotify's Society & Culture charts
• Spotify’s Best Episode of the Week: The weeks must-hear and hand-picked episodes.
• Spotify’s Going Viral list with episodes that were trending.
________________________________________________
BOOK TEAM:
CLIENT: Justin Baldoni
VICE PRESIDEN T OF MARKETING AND COMMUNICATIONS: Brandy cole
PODCAST TEAM:
HOST / EXECUTIVE PRODUCER: Justin Baldoni
HOST / EXECUTIVE PRODUCER: Jamey Heath
HOST: Liz Plank
EXECUTIVE PRODUCER: Tarah Malhotra-Feinberg
EXECUTIVE PRODUCER: Mark Pritchard / P&G
EXECUTIVE PRODUCER: Carrie Rathod / P&G
EXECUTIVE PRODUCER: Chris Corcoran / Cadence 13
PRODUCER: Kahea Kiwaha
PRODUCER: Noelle Olmstead
PRODUCER: Will Youngblood
PRODUCER: Annabella Cassanova / Vacation Theory
PRODUCER: Sage Price
VICE PRESIDENT OF MARKETING AND COMMUNICATIONS: Brandy Cole
MARKETING AND COMMUNICATIONS: Ashmi Dang
MARKETING AND COMMUNICATIONS / SOCIAL: Noelle Rubenstein
MARKETING AND COMMUNICATIONS / COORDINATOR: Ava Bryan
DESIGNER / ART DIRECTOR: Nicolette Pineda
EDITOR: Josh Snyder
EDITOR: Susie Landers O'Connell
Mateen Mokalla
Fiorella Occhipinti
Will Bunker
Maria Fernandez
Nicole Pritchett