Nov 07, 2019
A perfect synergy with TV Land’s “Younger” allowed the direct-to-consumer company to move into television advertising.
Book of the Month, an internet-first direct-to-consumer brand, was reaching the majority of its female millennial customers on Instagram and other social media, but when the company couldn’t increase its spend on the platform, CEO John Lippman turned to the medium guaranteed to have the largest reach: television.
Lippman found a partner in Viacom’s ad solutions team that could help it explore TV advertising opportunities, despite a smaller budget than some of TV’s more prevalent CPG brands (think Pepsi, Toyota, Geico, etc.).
The account landed with Brian Gould, vice president, Viacom advertising solutions, who leads a team focused on driving new business, which ensures clients with a smaller spend have equal attention and an individualized approach. TV Land’s Younger—which centers around millennials in the book publishing industry—turned out to be the perfect fit for Book of the Month’s target audience.
“[Book of the Month] reached a point where our social media programs were scaling nicely, but there are limitations there,” Lippman told Viacom. “We were looking to do something that would have broader impact at a higher level, both to drive conversion, and also to increase brand awareness and reach a broader audience."
“We found that once you've scaled up paid social media, when you're looking for something bigger that also provides the ability to tell a story, TV is really the best platform for that,” he continued.
"You're looking for something that's much bigger and has an ability to tell a story. TV was really the best platform for that.”"
Book of the Month CEO