Hachette Book Group | Parenting Micro-Influencer Campaign

Task:

How do you generate buzz for Jamie Foxx’s parenting memoir without a marketing budget or traditional book advertising tools?

Solution:

Under test-and-learn parameters, we orchestrated a two-pronged micro-influencer strategy that sparked authentic conversation. Our #ACTLIKE campaign enlisted Black millennial parents while “Glammas Going Out” mobilized stylish 50+ grandmothers—creating a multigenerational content ecosystem around the book tour.

Outcomes:

• Exceeded engagement projections by 5x
• Drove measurable traffic to both publisher channels and Foxx’s platforms
• Expanded customer base through purely organic reach
• Pioneered Hachette’s first multicultural influencer campaign