Launching Bookshop.org in the UK

The Brief

Midas was hired by Bookshop.org to manage its UK launch, following its incredible success in America which saw the site raise over $7.6m for bookshops in less than nine months.

With bookshops in England being forced to close due to a second lockdown, achieving maximum awareness of Bookshop.org was vital in ensuring it could support independents as they missed out on the crucial pre-Christmas shopping period.

The Work

Midas planned a segmented campaign, first launching to the UK books trade to encourage bookshops, publishers and affiliates to join Bookshop.org.

Midas followed this phase with a consumer launch, positioning Bookshop.org as an ethical ecommerce site for socially conscious shoppers wanting to support local high street businesses when shopping online.

The Results

Midas’ campaign kicked off with front cover coverage on The Bookseller, which supported Bookshop.org in having 130 bookshops signed up by the November launch. After just ten days more than 300 stores, plus over 2,500 publishers, authors, bloggers and influencers, had signed up to Bookshop.org.

In launch week Midas delivered over 400 pieces of media coverage, with Nicole Vanderbilt, UK MD at Bookshop, interviewed live on BBC News on launch day, plus a standout piece on the Guardian which has been shared more than 35k times to date. Midas also secured blanket national media and broadcast coverage to mark the launch, including:

  • The Times
  • Sunday Times
  • Financial Times
  • Mail Online
  • Mail on Sunday
  • Daily Telegraph
  • Metro
  • YOU Magazine
  • The i
  • The Independent


Newswires including PA, Thomson Reuters and AFP; and over 180 pieces of regional news coverage.

Broadcast coverage has included: BBC Radio 4 Open Book and You & Yours; BBC World News; BBC Breakfast; LBC; BBC Radio London, BBC Radio Scotland; BBC Radio Somerset; and Monocle 24.

Lifestyle and literary coverage has been secured across: Stylist, Time Out London, Dazed Digital, Woman & Home, The People’s Friend, TLS online and the TLS podcast.

Book, tech, media and retail trade coverage has included: The Bookseller, BookBrunch, MinuteHack, WARC, International Business Times UK, Retail Gazette, Digital Fix, Internet Retailing, and Retail Technology Innovation Hub.

And international pickup including Domani (Italy), The National (UAE) and Euro TV.