Faith-based media and marketing

Case Study: Project Inspired Book Club – I’m No Angel by Kylie Bisutti

projectinspiredbookclub-kyliebisuttiLocated in Carol Stream, Illinois, Tyndale House Publishers was founded in 1962 and publishes Christian fiction, nonfiction, children’s books, and other resources, including Bibles in the New Living Translation (NLT). Tyndale products include many New York Times best sellers, including the popular Left Behind fiction series by Tim LaHaye and Jerry B. Jenkins, novels by Francine Rivers, Karen Kingsbury and Joel C. Rosenberg, plus numerous nonfiction works. (Source: Tyndale.com).

Why They Engaged FrontGate

Tyndale House Publishers consistently engages FrontGate to create discovery for their various authors and books because of our strong reach to book readers and various Christian author and featured Christian book programs.   For this campaign, the project was Kylie Bisutti’s “I’m No Angel. They wanted a very targeted and specific connection to create engagement with Christian teen girls. In December 2011, 21-year-old Victoria’s Secret model Kylie Bisutti stunned the fashion industry when she chose faith over fame and fortune and made the switch from supermodel to role model.  In I’m No Angel, Kylie shares her story–from her early years struggling to make it big in the cut-throat world of modeling, her “big break” winning the Victoria’s Secret Runway Angel competition, and the disillusionment and spiritual warfare that followed, to the moment she realized that she could no longer reconcile her career with her Christian beliefs, surrendered her life to God, said goodbye to the runway, and dedicated her life to preaching a message of modesty and inner beauty.

Target Audience

Project Inspired by Nicole Weider

The target audience for this campaign was primarily young women, particularly teen girls. Nicole Weider’s ProjectInspired.com, a FrontGate Web Network site, is the biggest community of Christian teen girls on the web.  Project Inspired is a leader in reaching teen girls aged 11-17, with an average age of 15.  FrontGate’s Engagement Specialist matched this book with The Project Inspired Book Club, providing an opportunity to reach young women who are being bombarded by the media’s portrayal of beauty, and to give an inside look at the realities of the modeling world (spray tanning, excessive makeup, dieting). The author and campaign sought to give girls a broader perception of beauty by recognizing their worth in Christ and the true beauty that is found there.

Campaign Details

The campaign ran for a one month period and included a comprehensive set of consumer touch points including social media posts with quotes from the book, spotlight sections in the Project Inspired newsletters, a featured article in the blog, a dedicated email blast, and a month long Facebook  event.  The goals were to create discovery and engagement for the book and awareness for the author.

Results 

- Total impressions 50,000+.
- 751 I’m No Angel article page views, with average time spent on page at 1:37 minutes.
- E-blast to 13, 805 recipients, 16.6% open rate and 10.1 CTR.
- Featured in Project Inspired 
newsletter 13, 976 recipients, 14.9% open rate.
- Featured in four “Nicole’s Notes” newsletters: over 13,000 recipients, 15-17%  open rates.
- Four Facebook posts featuring quotes from the book received 120-368 “likes” each.

Project Inspired offered a perfect way to target this on-line centered audience. We like that Project Inspired offered a variety of ways to reach the girls on their site, which increased our responses.”

-Maria Erikson, Senior Director of Marketing, Tyndale House

Related links:

Reserve a Project Inspired Book Club Month

Project Inspired Media Kit

Project Inspired Website

Kylie Bisutti – I’m No Angel

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