Extra retailer support secured following last year’s uplift in sales value and volume.
Parragon has taken the wraps off its Disney Book Week campaign, which last year saw it enjoy an uplift in both retail sales value and volume.
Disney Book Week is a retail and marketing campaign which seeks to encourage parents to help children develop a love of reading from an early age, via a retail-wide price promotion on Parragon’s range of Disney Movie Collection storybooks.
The promotion began on May 23 and runs through until June 12.
This is the second year for Disney Book Week, and not only has Parragon secured additional retailer support, but it has also worked collaboratively with the Disney Publishing team and Disneymedia+ to secure multichannel activity.
Retailers backing the promotion include Amazon, Tesco, Toys R Us, Easons, HMV, WHSmith, The Disney Store and John Lewis.
A bespoke Disney Book Week TV creative has been driving the marketing message behind the initiative. It is airing across all Disney channels until June 19. This year, the end of the creative has been tagged to link directly to a microsite for children to enter a competition.
Competitions will be running in key Disney consumer press titles, offering readers the chance to win books included in the promotion.
On top of this, Parragon’s Facebook and Twitter profiles have been re-skinned to drive Disney Book Week with social media messaging. Branding has also been added to the Parragon website, while a newsletter, blog posts and a TV spot on the Parragon YouTube channel are also running.
Further activity includes a dedicated Disney microsite which each week is tagged directly to a retailer, as well as online advertising, newsletters, social media presence and a TV spot on the Disney YouTube channel.
In addition, bespoke Disney Book Week blogger packages have been sent out to Parragon’s Book Buddy participants, as well as Disney bloggers and vloggers.
The packs included two titles from the collection – Frozen and The Jungle Book – colouring pages, a Disney Book Week booklet and a bookmark created for the packs.
