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Case Study Meet Me at the Cupcake Cafe

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Case Study Meet Me at the Cupcake Cafe

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  1. The Challenge; The Little, Brown Book Group were launching the latest Jenny Colgan chick lit novel, Meet Me at the Cupcake Café, about a girl, Issy, who loved making delicious sweet things for all her friends in the heart of her local community. They wanted to reach a specific and targeted audience, giving them a taster of the book and leaving them wanting more – all on a very tight budget. The Solution; To support the launch, Confero Marketing to deliver the Dorothy Perkins (DP) audience through the distribution of 50,000 double sided Cupcake Recipe postcards with online purchase at dorothyperkins.com. The postcards featured a cupcake recipe from the book and exclusively invited DP customers to enter a competition to win a year’s supply of cupcakes from the Beverly Hills Bakery, along with a link to read the first chapter online at the author’s site. All competition entries were made through dorothyperkins.com. Confero Marketing worked with DP to extend the coverage of the campaign further, delivering a true cross media platform – DP promoted the launch and cupcake offer on their blog, adding another prize of £500 worth of cooking equipment. The author was invited to post on the blog, commenting further on the storyline and competition. DP also featured the launch in their weekly email to account holders. Key Details; 11th – 24th April 2011 / 50,000 A6 Postcards distributed with purchase through dorothyperkins.com / DP blog entry and hosting / Account Card Holder emails Websites / Blogs; www.jennycolgan.com & http://blog.dorothyperkins.com/style-hq/2011/04/index.html Planned and Bought by Total Media//Posterscope

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