Animal by Lisa Taddeo

Midas develops a conversation starting campaign for the hottest debut novel of the summer.

The Brief

Midas was hired by Bloomsbury to create and implement a strategic and impactful PR campaign for the publication of Lisa’s debut novel Animal (24 June). Our task was to secure print, online and broadcast coverage, ensuring a smooth transition for Lisa’s first fiction title, cementing her profile as an important writer and a brave, honest, no-holds-barred commentator while making Animal the most talked about novel of summer 2021.

The Work

The powerful topics discussed in Animal, coupled with the runaway success of Lisa’s first book Three Women in 2019, meant the media were fully engaged with Lisa’s opinions. Midas worked closely with Lisa and the publisher to deliver a conversation-starting campaign, led by the key issues featured in the book.

To draw attention to this powerful read early in the year, Midas secured mentions of Animal in the anticipated read slots across the media in January, supporting the early efforts for the publishers’ sales team. Over the course of the campaign, Midas carefully refined their pitches to ensure the angles were engaging and appropriate for the news agenda.

While Lisa’s busy schedule – which included promoting Animal in other territories and developing the TV adaptation of Three Women – meant that some secured opportunities were unable to proceed, the campaign led to widespread coverage and Animal featuring in the Times and the Sunday Times bestsellers list in the week of publication.

The Results

“Animal is this summer’s most hyped book and more than lives up to the buzz…A dark, disturbing masterpiece, full of righteous female rage – every word roars right off the page”

RED MAGAZINE

Midas secured 98 pieces of coverage for Animal, comprising of written pieces, interviews and reviews across national newspapers and magazines, TV and radio interviews and a blog tour coinciding with publication.

Animal was chosen as a highlight for Book of the Year by The Guardian, The Sun, Irish Times, The I, New Statesman, Evening Standard, Daily Mail, Cosmopolitan, BBC News Online and Red.

Lisa was interviewed across papers and magazines including a first interview exclusive in The Times T2, Evening Standard, The I, Refinery29, Harper’s Bazaar and Esquire, with additional content featured in Stylist, Red, Vanity Fair and The Guardian. Her powerful written piece for The Observer Magazine led to op-eds in the Daily Mail and Independent.co.uk, inspired by the issues she raised in her article.

Animal received widespread rave reviews across print and online with reviews from the likes of Financial Times, The Guardian, Irish Times, The Times, Evening Standard, Sunday Times, Daily Telegraph, The I, PA Media, Sunday Express, The Observer, The Herald, Irish Independent, Daily Mail and Belfast Telegraph. Reviews also came in from magazines and digital media including Literary Review, Red, Elle, Stylist, The Economist, Grazia, Platinum, Esquire, Prospect, The Week, and the TLS.

Lisa was interviewed for BBC Two Newsnight, BBC Radio 5 Live, Times Radio, BBC Radio 4 Front Row, RTÉ One Arena, Scala Radio Book Club and the podcasts Postcards from Midlife and Sunday Salon.

The pandemic meant that Lisa was unable to visit the UK to discuss ­Animal ­– however, she participated in a number of virtual events including a headline spot at Stylist Literary Festival, 5 x 15, The Feminist Book Society, How To Academy and Fane Productions. Lisa also appeared in at Edinburgh International Book Festival in August.

“This book is a raging, funny and fierce thriller with a protagonist whose life force, against extraordinary odds is a thing of wonder. Taddeo is a folklorist of our performative age. Her fiction employs the same propulsive storytelling we saw in Three Women, itself a feat that owes a lot to the oral tradition.”

FINANCIAL TIMES