1702 Digital retains the digital mandate for HarperCollins India
The marketing agency will continue to handle the publishing house’s digital strategy and social media mandate
Published - 18-January-2019
1702 Digital has been roped in by Harper Collins India for a second successive year to handle the digital agency mandate of Harper Collins India for 2019. The publishing house has printed and published the works of numerous award-winning authors such as Vijay Seshadri, Vinay Dabholkar, S Hussain Zaidi, Ashok Srinivasan, Mihir Srivastava, and former RBI Governor Raghuram Rajan. They can also be credited for enabling numerous bestselling books like ‘A feast of roses,’ ‘Battle for Bittora,’ ‘Attitude is Everything,’ ‘Fault Lines’ to see the light of the day. The publishing house is focused on their aim to promote Indian authors who have a story to tell.
Aanchal Arora Ceo of 1702 said that “after getting them on board in 2018, we are at a stage where we can strengthen our relationship with the book publishing house. We’re proud to have taken their social media engagement to the next level! For the record, we took their organic video views on social media from a cumulative of 5 views, all the way up to 19000 views. These views are all organic. We’re thrilled to have played our part in their journey to make young India read. We’re delighted to join them again on their journey this year”.
Only the most impactful and original stories are published after meticulous quality checks. During this journey, the agency presented each of Harper Collin’s books to the audience through interactive posts on social media. While it was no secret that a large part of the audience comprised of avid readers, 1702 built intrigue around new releases by showcasing book summaries and conversation led posts. From getting authors to speak about what went into writing the book to promote multi-city events for book launches, the agency made sure that the crowd was anticipating a new book release. The resulting picture was increased orders.
While Harper Collins is a renowned publishing house worldwide, it was only about a year ago that their India division approached 1702 Digital to establish a strong presence on social media. The aim and target of 1702 were to make conversations with the audience and convince them to put their trusted Harper Collins for their daily reads. But the steady growth in followers for their Facebook page was a testament to how the agency managed to engage their fans on social. 1702 successfully navigated a tricky January and February of 2018 where the fan engagement was low.
March was a breakthrough month for both Harper Collins and 1702 Digital! The number of likes on the HarperCollins Facebook page saw an incredible surge from 253 in February to 1491 in March, a massive rise of 489%. April 2018 saw the Facebook page breach the 2000 likes mark. There has since been a perpetual rise in the follower count. The page impressions throughout the year averaged around 153,000 per month and reached a similar number of people with our Facebook posts. But one particular statistic that delighted us was that we engaged more than 7300 people every month, after a period of relative quiet early on in the year.