CASE STUDY: BYGONE BADASS BROADS

Published Spring 2018

I was thrilled to work with MacKenzi Lee, New York Times bestselling author of The Gentleman’s Guide to Vice and Virtue, on her non-fiction history of women who changed history, Bygone Badass Broads. In addition to being a badass broad herself, Mackenzi is a bookstore manager at Trident Books and deeply entrenched in the independent bookstore community. Using contacts from Mackenzi and our sales’s department’s independent bookstore ambassador, we designed an incredibly successful indie marketing campaign.

I developed an exclusive poster for indie bookstores which re-imagined women featured in the book as high-school superlatives, such as “Most Likely to Write the Next Harry Potter” (novelist Murasaki Shikibu) and “Most Likely to Get a Star on the Hollywood Walk of Fame (Dorothy Arzner). We sent the book to 300 hand-selected independent bookstores with a note asking to share on social media for a free copy of the book and received over 30 responses for a highly successful engagement rate of 10%.

Additionally, we created several downloadable assets for Mackenzi to share with her fan-base on tour, including valentines, coloring book pages, and protest artwork.

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Anne Jaconette