The Seven Husbands of Evelyn Hugo- an Indie Next Pick 2017, Amazon.com book of the Month 2017
Client: Atria Publishing print & digital and PopSugar.com
Goal: Ideate and execute a marketing strategy and advertising campaign for the author Taylor Jenkins Reid's fifth and breakout novel. Our initial data research suggested that the reader's first reaction to the book was to question the existence of Evelyn Hugo, so we shaped our campaign around this question.
Results: The campaign tactic was to blur the line between reality and fiction by portraying the heroine, Evelyn Hugo as a living person. We had "Evelyn" strategically direct her own campaign which included; a Evelyn Hugo Wikipage, a her own website, personal letterhead, and Oscar themed For Your consideration book packages which were given out to the media prior book release. It also included a confessional hand written letter by "Evelyn" and red lipstick by Lipstick Queen wrapped in custom made Evelyn Hugo packaging. Evelyn even threw a dinner party in her and designed menu.
The campaign was a huge success playing on the novel's question "Is Evelyn Hugo going to tell me just enough to keep me on the edge of my seat but never enough to truly reveal anything?"
Role: Creative Director, Designer, & Video Producer.
Each Seven Husbands of Evelyn Hugo Oscar themed galley package included: Lipstick Queen's Have Paris vintage red colored lipstick with a personalized Evelyn hang tag, a chocolate carved Oscar, and a handwritten confessional note from "Evelyn".