The objective was not only to drive book sales, but also to engage with prospective customers to drive consideration and love of the charismatic Aleksandr Orlov. When books are launched, authors go on promotional tours and conduct in-store readings. So that is exactly what Aleksandr Orlov needed to do: bring his books directly to his adoring public though a series of live readings and interviews. It sounds straightforward, but here’s the catch: Aleksandr Orlov is a CGI meerkat, we had to bring him to life.

The This Morning interview was seen by over 1.1million viewers and and drove near instantaneous impact on sales on Amazon.co.uk, as the books shot to # 7 on the Amazon.co.uk ‘Movers & Shakers’ list that evening; Without any paid for media spend, book sales increased over 75% in a 2 week period in the lead up to Christmas. In addition, we saw 100% increase in fan engagement on Facebook in the two weeks following the live events, and a 56% average increase in daily likes throughout the month that the events took place.