Pan Macmillan wanted to promote the third of Joe Wicks’ popular ‘Lean in 15’ books to consumers not necessarily interested in health and fitness to encourage them to make a positive change through using his workouts and recipes.
What we did
The campaign was displayed across our mall D6 network in December when footfall and Christmas shopping is at its peak. Selecting malls with an WHSmith store, the campaign encouraged shoppers to make a positive change for the new year and purchase his new book.
The campaign reached 14.2m shoppers across 45 malls, helping the book to reach #2 in the UK book charts and break the record for most cookery book sales in its first week!