Authentically Honest: how we created a campaign and an Open community

Creating a community with Frankie Bridge’s book Open: Why Asking For Help Can Save Your Life at the core.

The Brief

Design and deliver a nationwide publicity campaign and events schedule to promote Frankie’s debut book.

Published by Octopus, Open is a brave and honest insight into the singer-songwriter’s ongoing journey from breakdown to breakthrough, covering moments of self-loathing, hospitalisation and self-acceptance. Frankie, Octopus and Curtis Brown want Open to act as guide for those struggling with mental health and hope to create a safe community where people can talk and share experiences openly and honestly. These values had to be key to our approach.

The Work

Frankie is a well-know, much loved, figure in the press which allowed us to be astutely strategic when selecting media outlets, delivering appropriate messaging and maximising impact.

We secured and delivered a serial shoot and extract with The Daily Mail, which ran across two weekends. A series of interviews followed in lifestyle and celebrity magazines including: Women’s Health, Stylist, Balance, Happiful, S magazine, Marie ClaireCosmopolitanHeat, Closer, New and Celebrity Secrets which were subject to strict embargo agreements.

These interviews coincided with a series of high-profile national broadcast interviews on BBC BreakfastBBC Radio 1’s Newsbeat, Woman’s Hour, This Morning, Lorraine, Loose Women and BBC Radio 5 Live. Frankie also appeared as a guest on a series of influential podcast interviews such as How to Fail with Elizabeth Day and Emma Gannon’s CTRL: Alt Delete, enabling her to connect with a wider demographic.

 

 

We arranged coverage and serialisation in national and Irish newspapers including:

 

  • The Daily Mirror
  • The Sun
  • The Sunday Express
  • RTE Ireland
  • Woman’s Way
  • Independent I.E.
  • The Irish Daily Mail.

 

To support the media coverage we coordinated a book-signing tour across the country with Frankie – including Foyles Charing X, Blackwells OxfordWaterstones Reading, Waterstones Bluewater, Waterstones Leeds and Linghams Bookshop. During publication week we organised a launch party at Bourne and Hollingsworth, the event saw national press, broadcasters, magazine editors, social media influencers and celebrities attend in abundance.

Working with Midas was a wonderful experience. From the first meeting, they immediately understood my ambitions for the book, why I wrote it, and the best way to connect with my readers. 

Frankie Bridge

The Results

Over the course of the five-month campaign between October 2019-March 2020 Open by Frankie Bridge appeared repeatedly in the Top 5 charts of The Sunday Times Bestsellers. Open also maintained a solid stint in the Top 10 Amazon Bestseller charts.