A Good Girl's Guide to Murder

Breaking into the crowded YA market is no easy feat, but this “witty and ingenious writer”, as deemed by one judge, was certainly up to the challenge. Holly Jackson’s twist on a murder mystery tackled hard-hitting subjects such as racial injustice, drugs and consent, all while keeping the story age-appropriate. The “college report” format gave this book strong appeal in both the YA and adult markets.

Egmont worked with an outside partner, The Big Shot, on the campaign. Proofs, polaroids and other quirky campaign tactics created a cult following for the book before it hit the shelves, and a savvy digital advertising campaign ensured its success. Jackson’s part in the campaign went a long way too: she engaged with fans at signings and participated in meet and greets.

The judges had a lot to say about this campaign, with one commenting: “The entire campaign from pre- to post-publication was unique, innovative and trend-setting.” Another thought Egmont’s campaign “showed the value a passionate publisher can add” to a title. Egmont proved itself small but mighty with Jackson’s first novel, which had TCM sales in the UK of 59,000 units in 2019, making it the bestselling children’s and YA début since 2017.