Performance
Challenge
Solution
The selected concept, "A Shattered Illusion," used a cracked-glass motif to create a moody, fractured display of the past and present in the protagonist's life, allowing readers to understand that the story unfolds across multiple locations.
The design worked as a double entendre—a representation of the lies surrounding the protagonist that shattered under the warmth of familial love—intriguing the audience with a visual teaser whose meaning was revealed as the story unfolded.
Finally, the concept established the setting through vintage imagery while stylistically conveying a sense of mystery.
Results
We achieved massive scale for a book launch.
The campaign generated more than 25 million impressions, putting Dean Koontz's latest release in front of readers around the United States.
It also inspired more than 284,216 clicks with an average CPLC of $0.64, driving highly cost efficient traffic to purchase the book on Amazon. We outperformed typical display benchmarks with a very healthy 1.13% link CTR.
Engagement for this campaign was also high, with a total of 40,755 post reactions, 1,684 comments, and 2,581 shares across Meta. Instagram also generated an impressive 4,599 post saves, while Facebook generated 1,434.