Pan Macmillan debuts 'industry first' influencer-led campaign for Lucy Jane Wood's Rewitched

Pan Macmillan has debuted its "innovative" new influencer-led campaign for Lucy Jane Wood’s latest novel Rewitched—believed to be an industry first. The campaign involves running outdoor ads displaying influencer-led content in Bristol, Leeds, Cardiff and Newcastle, targeting Waterstones stores. The cities have been chosen based on their strong sales potential in the book’s genre.

The ads have been created to resemble TikTok videos, which the publisher explained was chosen so it would be "recognisable to viewers and in a format that appeals to them". The outdoor ads will run for two weeks, digital ads will also be running online.

Pan Macmillan also announced they would be offering up the chance to win a Waterstones special edition hardback and themed merchandise to the influencers’ community who share the footage of the ads.

Emma Oulton, senior influencer marketing manager, said: "This is a really exciting campaign as it gives us a new way to reach a predominantly online audience in a different context. By capturing high street shoppers, the campaign also increases the discoverability of the online book to a wider book-buying audience, therefore bringing new potential buyers into the community that we can more easily reach."

Lee Dibble, digital marketing director, added: "Creating space for innovation is vital and bringing together our communities and partners with a fresh approach is a great way of experimenting."

Wood’s latest novel was published on 19th September.