Penguin General reveals extensive marketing campaign for Michelle Obama's new book

Penguin General has revealed its extensive marketing campaign for Michelle Obama’s new book, The Light We Carry, including an all-day event in Waterstones Picadilly and a competition to win a trip to Chicago. 

The Light We Carry is billed as “an inspirational volume full of fresh stories from the former First Lady, sharing her practical wisdom and powerful strategies for staying hopeful in an uncertain world”. It will be published in the UK by Viking on 15th November. 

Amelia Fairney, Penguin General communications director, said: “Since we published Becoming (Viking) four years ago, many of us have faced enormous challenges, so we are thrilled to be publishing an author who offers a message of hope and optimism and whose personal wisdom will resonate with so many. In The Light We Carry, Michelle Obama draws on lessons from her own life to offer a practical toolkit for living boldly. Our campaign aims to take her helpful and much needed new book to the widest possible readership.” 

Viking has partnered with Black Ballad, the UK media platform aimed at Black women, and Dark Matter, a specialist marketing agency that focuses on connecting Black audiences, with a broad range of films and books, to curate a series of digital and in-person events based on themes related to the book, culminating in an all-day event on Sunday 27th November at Waterstones Piccadilly in central London. During the day, customers will be invited to experience a variety of immersive self-care activities, including beauty treatments, coaching sessions, parenting advice drop-ins and workshops. There will be complimentary mocktails, goodie bags, live music and children’s activities. The day will be topped off by a Black Ballad-curated live event where a panel chaired by Black Ballad’s head of editorial, Jendella Benson, will discuss the issues raised in The Light We Carry. 

Micallar Walker, Dark Matter c.e.o. and founder, said: “I am thrilled to be partnering with Black Ballad to celebrate the publication of The Light We Carry. This event has been shaped with razor-sharp intention, aiming to uplift and celebrate Black Women, I can’t wait to share it with everyone!” 

Tobi Oredein, Black Ballad Founder, added: “Black Ballad is beyond excited to partner with Penguin and Dark Matter to celebrate the release of Michelle Obama’s second book, The Light We Carry. Mrs Obama constantly inspires us all to keep pursuing our ambitions, even in the face of adversity and unfounded criticism. Yet, most importantly, she always reminds us to celebrate our Black womanhood—unapologetically and on our own terms. So there is no better book for Black Ballad to create three virtual workshops and an in-person festival for. We want these events to not just celebrate the book but inspire our audience and everyone who attends to be the best version of themselves.” 

In partnership with Waterstones, Penguin General has also arranged a pre-order prize to win a trip to Chicago and tickets to see Michelle Obama live at an event in her home town. P.o.s. has been sent out to stores to promote the competition and the winner will also receive a copy of The Light We Carry signed by the author. 

An ambitious outdoor campaign has been booked with premium sites across National Rail and the London Underground. Much coveted advertising spot Waterloo Motion has been booked for publication day, with a 40-metre wide digital billboard that stretches across five train platforms. There are also huge 48-sheet roadside poster sites booked from 21st November until 4th December in Manchester, Birmingham and London. These "light-up" billboards will change creative from day to night, to reveal a hidden message. 

Viking has for the first time booked a major Spotify advertising package planned to reach over one million podcast listeners for one month. Included in this package is a three-week host-read sponsorship with one of the UK’s biggest podcasts, “The Receipts", as well as a two-week sponsorship with "Unlocking Us" by Brené Brown and a 30-second spot ad that will roll out across the Spotify network. 

A global radio campaign across commercial stations will run for the week of publication, and again in December for Christmas gifting. A digital advertising campaign has been running since the book was first announced and this will continue through to Christmas. A programmatic advertising campaign will kick off on publication. 

An influencer campaign focused on lifestyle and personal development audiences is also in the works, as well as a programme of homepage, social and newsletter content with Penguin.co.uk in the run-up to publication. 

Viking will hold a PRH staff sale of The Light We Carry to raise money for The Access Project, established in 2008 to help talented young people from disadvantaged backgrounds gain access to an education at one of the UK’s top universities, and The Girls’ Network, aiming to inspire and empower girls aged 14–19 from the least advantaged communities by connecting them to a mentor and a network of positive role models who are women. 

Further publicity plans will be revealed closer to publication