Pan Macmillan

#VivienneTalks

The Brief
We were invited by Pan Macmillan to create a socially innovative campaign surrounding the release of Vivienne Westwood’s eponymous autobiography.

What We Did
To celebrate this launch we used Twitter and Periscope to raise awareness of the book and introduce Vivienne to new audiences. #VivienneTalks was a live Twitter book reading where fans and influencers could share their favourite inspirational quotes from the book using the hashtag #VivienneTalks. The reading was simultaneously broadcast on Periscope, where passages spanning every stage in Vivienne’s life (childhood, punk icon, motherhood, activist) were read aloud. In the lead up to #VivienneTalks our Westwood Icon Daniel Lismore live reported from backstage at the Vivienne Westwood Red Label Show, providing engaging tease content on both Twitter and Periscope.

The Result
#VivienneTalks, the world’s first social book reading generated over 4.7 million impressions with the reach of the campaign surpassing that of competitive book launches in the same period by 225%. Our tweet promoting #VivienneTalks even received a retweet from Vivienne Westwood’s own personal Twitter account, @FollowWestwood!