IT’S READING! WE USED SOCIAL MEDIA, AN AD-FUNDED TV SERIES, AWARDS AND ON-PACK PROMOTION TO INEXTRICABLY LINK GALAXY WITH BOOKSWe created an on-pack promotion, with a million free books for Galaxy buyers. These had Galaxy stickers on the cover and ads for Galaxy inside – we’d created a new medium to be kept in handbags and passed between friends.We invited fans of unofficial Galaxy Facebook pages to join our official book club page, which soon had over 907,000 members. Users discussed the latest books, made recommendations, entered competitions and read exclusive extracts.We created the Galaxy Book Awards, asking our Facebook group to vote for their favourite books, meaning their Facebook friends saw their involvement in the competition. This gave us acres of PR coverage, plus content to use online.We created a Galaxy Book Awards ad-funded TV series featuring celebrity authors (including Tony Blair) talking about their books.

WE ACHIEVED A CLOSER CONNECTION WITH WOMEN THAN OUR RIVALS – AND GREW SALES BY 14%Our Facebook book club has grown from nowhere to over 907,000 members - over seven times as many “Likes” as our nearest competitor, proving that our approach is more engagingOver half a million people tuned into our British Book Awards shows.Our on-pack promotion along achieved a return-on-investment of over £8 for every pound spent.And Galaxy experienced 14% growth in sales across the whole of 2010.