Submitted by Hoopla MarketingAgency IPI Score 31/100

Amazon Publishing influencer marketing campaign

Influencer Marketing

Hoopla Marketing ran an always-on creator network for Amazon Publishing, tracking every creator with a unique affiliate link and code to drive traffic to Amazon.co.uk.

£271Kmedia value
7.8Mreach
238Kengagements
929pieces of content produced

Case in 60 seconds

Amazon Publishing needed awareness and desire for its authors and their new releases, and relevant traffic to Amazon.co.uk, in a category where many titles compete for the same reader attention.

Readers already take book recommendations from people they follow, so a trusted creator voice can carry a title from awareness to purchase in a single post.

Build a managed network of creators with real authority in the relevant niches, brief them properly, and make every creator individually measurable.

Hoopla built the content brief with the client, researched and validated creators for client approval, issued creative briefs and contracts, distributed review copies, and gave each creator a unique affiliate link and trackable code, with monthly reporting and monthly optimisation of the roster.

The agency reports £271K media value, 7.8M reach, 238K engagements and 96 influencers producing 929 pieces of content, with no traffic, sales or revenue figure published.

Strategy Breakdown

Readers reachable through creators with established followings in each title's niche, with traffic directed to the Amazon.co.uk store.
Paid book promotion is easy to spot and easy to dismiss, while a recommendation from a creator who genuinely reads in that niche is treated as a tip rather than an advert.
Publishing has a continuous release calendar and a long tail of titles, so awareness has to be repeatable and cheap per title rather than a one-off event.
Amazon Publishing supplied the authors, the titles and the review copies; the creators supplied the credibility and the route to a specific reading audience.
A book is a low-cost, low-risk purchase, so the gap between hearing a recommendation and acting on it is short if the link is right there.

Creative & Execution System

Assets & channels

  • Creator-produced content across the creators' own channels
  • Unique affiliate links and trackable codes per creator
  • Monthly content and performance reports to the client

Partners

  • Hoopla Marketing
  • Amazon Publishing
  • Creator roster, not named on the source page

Participation mechanic

  • Creator research and validation, with client approval before briefing
  • Creative briefs and contracts issued to each creator
  • Distribution of product samples and personalised information
  • Live content collected and returned to the brand

Creator role

  • Author and title advocate in their own niche
  • Tracked affiliate driving traffic to Amazon.co.uk

Results & Evidence

MetricValue
Engagements238K
Pieces of Content Produced929
Media Value£271K
Reach7.8M
Number of Influencers96

Why Hoopla Marketing's strategy worked

  1. 1

    Books suit creator marketing because readers already exchange recommendations, so the format needs little translation.

  2. 2

    Unique affiliate links and codes per creator convert an awareness channel into a measurable performance channel and make roster decisions evidential.

  3. 3

    Monthly optimisation gives the agency a mechanism to act on that data, keeping the creators who sell and replacing those who do not.

  4. 4

    Requiring client approval of every creator before briefing protects a large brand from association risk without slowing the network to a halt.

  5. 5

    Sending physical review copies gives creators an authentic subject and removes the need for scripted brand language.

Related Case studies