HarperCollins, one of the world’s largest publishing houses, needed support launching Book Bliss—a new online destination for avid readers to discover books, explore previews, and sign up for exclusive content. The key to success was rapid brand awareness combined with measurable sign-ups to grow the Book Bliss Club.

The goal: drive qualified traffic to the Book Bliss website and convert as many readers as possible into club members.

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Involve Digital designed and deployed a Facebook awareness and conversion campaign, focusing on audience clarity and creative specificity. The campaign’s success relied on engaging the right readers—those who actively browse, purchase, and review books online.

We structured the campaign to:

• Highlight core club benefits: book previews, early access, and exclusive recommendations
• Reinforce the free sign-up offer with bright, attention-grabbing creative
• Optimise the landing page experience to reduce drop-off and encourage conversion

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We built the campaign around a large master audience, which we immediately segmented into micro-audiences for data accumulation, targeting precision, and messaging variation. This allowed us to:

• Rapidly test and learn across creative types and CTAs
• Identify top-performing subgroups within 48 hours
• Allocate budget dynamically based on real-time CPA performance

Each ad set had tailored creative and copy designed to appeal to distinct reader interests—fiction lovers, romance readers, nonfiction enthusiasts, and more.

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Rather than taking a broad brand-awareness approach, Involve Digital focused on measurable acquisition—tracking every sign-up down to the campaign level.

We provided HarperCollins with:

• A complete media structure to scale Book Bliss sign-ups
• Transparent CPA and CTR performance across all segments
• Actionable insights into which audiences showed highest intent
• A repeatable model for future launches of author series and reading clubs

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• Built and launched campaign structure within 72 hours
• Segmented creative by reader type and behavioural interest
• Used live performance dashboards to track CPA, CTR, and conversion rate
• Paused underperforming audiences early to reduce wastage
• Scaled top performers to drive the highest return from remaining spend

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• $13,295.32 total campaign spend
• 2,466 club sign-ups at an average $5.40 CPA
• 9816 clicks with a strong 2.05% CTR
• 273,897 people reached
• 479,601 impressions served
• $1.36 cost per click from highly relevant reader segments

These results built a strong foundation for HarperCollins to grow Book Bliss into a long-term reader engagement platform.

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