Driving book sales through social content

For the upcoming launch of comedian and mental health activist Ruby Wax's latest book, A Mindfulness Guide for the Frazzled, Penguin wanted to engage with a young audience on how the themes were relevant to them.

We filmed interviews with three different young adults and invited Ruby to respond directly to them in vlog format. The first video was released shortly before the book launched, and was used as a video advert for the series, as well as finding an audience organically across social media.

The videos have had over 20k views, and Ruby’s book went to the top of the hardback non-fiction charts.