Tim Weaver is a terrific author in a cluttered crime fiction category. Kindred were tasked with promoting sales of Weaver’s new book, What Remains, as well as those of his existing books.
Rather than create a traditional advertising campaign, we took a content-led approach: creating ‘a British Serial’ for our commuting, articulate, trend-seeking audience. We created Tim Weaver’s MISSING, an eight-part podcast series in which Tim Weaver worked with experts to investigate the art and science of disappearing.
MISSING dominated the iTunes charts for over two months – consistently battling Serial for the #1 spot in ‘News and Politics’, and the campaign had a total social reach of 3.9m people over the initial 8 week period.