Making the Headlines: Sofia Khan is Not Obliged by Ayisha Malik

Midas worked with Bonnier Fiction to help launch the first book for their brand new debut focused imprint, Twenty7: Sofia Khan is Not Obliged by Ayisha Malik. Twenty7’s books are published in ebook format several months before the release of the paperback original, so Midas designed a two stage campaign which focused on creating an online buzz to coincide with the ebook publication and a print-focused media campaign for the paperback.

To coincide with the September publication of the ebook, Ayisha was featured on Huffington Post, Female First, We Love This Book and Novelicious. Reviews and Q&As also ran on popular book blogs including Shaz’s Book Blog, Totally Spoonful of Happy Endings, The Book World of Anne, Writer’s Little Helper, Chicklit Club and Social Bookshelves. Midas arranged for Ayisha to appear on the Fabulous Women Panel on BBC Asian Network and have secured a follow up one-on-one interview with BBC Asian Network in January.  Quotes from the ebook campaign were then pulled to be used in the front pages of the paperback.

For the January launch of the paperback original Midas secured coverage across national and magazine print media. Ayisha was included in a round-up of upcoming debut female authors in The Independent and I and the Sunday Mirror ran a review of the book. The book was also featured and recommended by Heat, Candis, Grazia, Marie Claire, Stylist and Inside Soap Magazine. Ayisha was interviewed by The New Statesman , Writing Magazine and Asian Culture Vulture.

The book reached number 3 in the WH Smith Bestseller charts on the day of publication.

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