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  • Writer's pictureThe Publishing Post

Campaign Spotlight: The List by Yomi Adegoke

By Amy Greensmith, Danielle Hernandez, Emily Lavin and Georgia Rees

Written by an award-winning journalist and one of the most influential people in London. A prime spot in the summer publishing schedule with a 20 July 2023 release date. Enviable buzz from a highly-competitive eleven-way publisher auction. A TV adaptation being developed by three of the biggest names in entertainment; BBC, HBO Max and A24. The List by Yomi Adegoke might just be the most anticipated debut novel of the year.

Adegoke’s novel boldly explores the moral complexity of our modern society and the dark side of social media. Following a successful female journalist as her perfect life and her Instagram famous relationship gets caught up in a controversial social media scandal, this sharply observational plot and witty writing style is sure to capture many millennial readers.

In this issue we will take a look at how the marketing team at the HarperCollins imprint 4th Estate, have launched such a promising novel.

Social Media

Yomi Adegoke’s The List provides a searing commentary on contemporary social media use. As such, it is no surprise that its marketing team has crafted a stellar social media campaign. Social media promotion for The List began months before release day, ensuring the novel’s position as one of 2023’s most hyped releases.

As we have seen time and again, influencer marketing is an efficient way to create engaging and authentic user generated content that gets readers excited for upcoming releases. 4th Estate are acutely aware of the instrumental role of influencer marketing. They wasted no time in getting proof copies of The List into the hands of book influencers across Instagram and TikTok.

An eye-catching book trailer was dropped on 4th Estate’s Instagram at the end of 2022, and the publisher has remained consistent in its efforts to promote Adegoke’s novel ever since. Further buzz for the novel was created when 4th Estate released a limited time only link where readers could sign up to stay in the know about all things The List.

If this wasn’t enough, The List also takes centre stage on 4th Estate’s Twitter, where the account’s banner has been changed to showcase the novel’s cover.

Adegoke has bolstered the social media campaign by promoting her debut novel on her personal Twitter and Instagram accounts. She has shared insights into many aspects of the publication process, from cover reveals to the announcement that her debut novel will be adapted into a TV series. An author’s keen involvement in the promotion of their own novel is a fantastic way to engage directly with readers and add a personal flair to a social media campaign.

Wider Marketing

For a book whose plot revolves around social media and its influence, Adegoke and her marketing team were sure to make social media outreach the core of their marketing campaign. However, as a debut novel, it was important to get the word out about The List, and this was in part achieved by a breadth of press coverage. Yomi has given interviews with top UK publications such as Red Magazine, Country & Town House Magazine, Grazia and Elle, as well as being featured as The Times Book of the Month.

The striking purple cover doesn’t give much away, but it is perhaps its simplicity that leaves a lasting impression. It was important for Yomi to honour the hometown in which she grew up, so it was fitting that she was able to unveil the cover in her local branch of Waterstones in Croydon. The simplistic display showed only the final cover against a checkerboard backdrop featuring the hashtag Have You Seen #TheList which has been used across social media channels.

An exciting partnership with Shoreditch Nails, offers a bespoke nail art menu to celebrate publication of The List. Customers to the Shoreditch and Dalston salons can receive a free Shape + Paint with nail art inspired by the novel and also get to take home a complimentary copy of The List. The offer also extends to those who miss out on the day. If they add “The List Nail Art Special” to their treatment, they too will receive a complimentary copy.

The List officially went on sale on 20 July 2023, and readers can enjoy a bespoke Spotify playlist as they read. The playlist includes songs that are mentioned in the book, songs with a relevant vibe, as well as songs that were big hitters during 2019 when the events of The List take place.



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