Beyond the Book: Captivating Existing Audiences and Capturing New Readers at Penguin Random House UK
October 31, 2017
Penguin Random House UK pushes the boundaries beyond the book and uses technology to give audiences a personalized experience with campaigns like Ask Penguin and the Pride Book Club.expand
Getting PersonalThrough our Penguin Books UK channels, we are engaging with readers in a completely new way by focusing on personalization. Ask Penguin, our biweekly personal book recommendations, allows us to have direct conversations with our readers on Facebook and Twitter. Using #AskPenguin, our followers receive completely bespoke recommendations based on their mood, a theme they’re interested in, or other books they have enjoyed. [caption id="attachment_8413" align="alignright" width="295"] William Sieghart, founder of National Poetry Day and author of The Poetry Pharmacy, recommends poems to Twitter users based on their mood[/caption] For example, to mark National Poetry Day in September, William Sieghart, founder of the annual celebration of poetry and author of The Poetry Pharmacy, recommended poems to suit the mood of requesters, which ranged from tiredness to triumph. We are also experimenting with Twitter threads, creating themed reading lists and stories. To celebrate International Women’s Day 2017, for example, we used this feature to showcase a number of inspirational women who appear in our bestselling title The Female Lead - Women Who Shape Our World by Edwina Dunn, with original photography by Brigitte Lacombe. [caption id="attachment_8410" align="alignnone" width="600"] Caption: Our colleagues behind Ask Penguin, Savannah McGowan, Claire Davis, Zainab Juma and Indira Birnie, are brought to life for social media users[/caption]
Penguin PlatformOur young adult community aimed at 16 to 19 year olds, Penguin Platform, is growing rapidly, as we drive discussion on issues this audience cares about through our online book clubs and targeted content. We recently ran a Pride Book Club, collaborating with well-known YouTubers and influencers, to encourage this digitally engaged audience to join a virtual book club and have conversations with us and our network of book bloggers. The online book club proved so popular with our young adult community that we launched a Black History Month edition in October featuring Yrsa Daley-Ward, Zadie Smith, Kayo Chingonyi, George the Poet, and many more inspirational authors. [caption id="attachment_8416" align="alignnone" width="600"] Pride Book Club packages were sent to influencers who have a total following of 1.4m[/caption] As a result of having direct conversations with our young adult community and using in-depth insights on the causes and issues this audience cares about, we are able to deliver a tailored, relevant offering to our Penguin Platform audience.
By going beyond the book and using technology to directly engage with our audiences, we’re able to captivate both loyal readers and new audiences alike.
Our Black History Month Book Club features important backlist classics and new releases, including authors Nicola Yoon, Sam Selvon and George the Poet.To stay up-to-date on UK news, visit: www.penguinrandomhouse.co.uk
June 26, 2017
At Penguin Random House UK, we are determined to publish a wider range of voices and books to more fully reflect the diverse society we live in. That’s why we have set ourselves a new company-wide goal to ensure our new hires and the books we acquire reflect UK society by 2025, in terms of social mobility, ethnicity, gender, disability, and sexuality. We want to see a positive shift towards this goal every year through to 2025.expand
- We had a fantastic 2,000 applications in just 48 hours and 3,400 applications in total for work experience placements in June and July 2017
- 85% of our applicants were from outside of London
- 30% of applicants didn’t have a university degree
- 20% of applicants were BAME
June 25, 2017
Penguin Random House in the U.S., Canada, and Mexico joined together this April for the inaugural #ProjectReadathon Million Minutes campaign. From April 17 through April 23, the week leading up to World Book Day, the one-week giving and reading campaign offered readers the opportunity to help children in local communities throughout North America – simply by reading.expand
- For example, reading a 20-minute excerpt “unlocked” a 5-book donation from Penguin Random House to Save the Children; reading an hour unlocked a 20-books donation.
- The books went to Save the Children literacy programs, which help young students transition from learning to read to reading to learn.
June 21, 2017
The World Wildlife Fund (WWF) Global Forest & Trade Network has been working with companies for over 20 years, with the mission to encourage businesses to source forest products from well-managed sources.expand