Tim Weaver's MISSING

Jared Shurin

Campaign details

Brand: Tim Weaver
Brand owner: Penguin Random House
Lead agency: Kindred
Country: United Kingdom
Industries: Magazines, periodicals, books, Websites, online services, apps
Channels used: Content marketing, Mobile & apps, Point of Purchase, in-store, Public Relations, Websites & microsites, Word of mouth, advocacy
Budget: Up to 500k

Executive summary

MISSING is a podcast created and produced by Kindred and Penguin Random House to promote crime author Tim Weaver. The publishing industry is traditionally hampered by small budgets, frequent product releases and a reliance on a few oversubscribed media channels.

MISSING broke the mould: a creative content campaign that turned Tim Weaver into a 'brand' author, drove sales, and built a completely new, long-term platform to talk to readers.