The authors of Bilderberg People: Elite Power and Consensus in World Affairs wanted to generate debate around issues in the book, which features exclusive interviews with members of the Bilderberg Group, a private network of transnational influencers.
- To generate coverage and debate around Bilderberg People
- To build the authors' reputation as thought leaders
- To increase traffic to the book page on the authors' website.
Strategy and plan
Glasshouse created a sub-page on the authors' website. A video of interviews with the co-authors was put on the site and YouTube, and was sent to journalists. A Google AdWords campaign targeted those with an interest in the Bilderberg Group.
Measurement and evaluation
The campaign generated more than 60 pieces of coverage, including author interviews with the BBC and CNBC.
Traffic to the authors' website during the launch period of 1-15 June went up by 720 per cent and unique users rose by 780 per cent, while site traffic from the US increased by 2,676 per cent compared with average traffic during 2011.