Penguin 'Lost Letters'

Let’s start a letter writing revolution.

As part of my work for Kindly.com, we arranged and managed a partnership with Penguin Books, to promote the launch of “The Lost Letters Of William Woolf” by Helen Cullen.

The campaign:

Inspire people to pick up a pen and celebrate the lost art of letter writing.
Lead people on a journey to independent bookshops.
Generate a treasure trove of visual viral content for Penguin Books.

We launched a letter writing competition based on the book.

In “The Lost Letters Of William Woolf”, the main character, William Woolf, is a letter detective in the Dead Letters Depot. One day, he finds a mysterious letter addressed curiously to ‘My Great Love’. This letter takes him on a journey of discovery.

The Campaign

We produced and edited a launch video featuring Helen, the author, introducing the campaign, and explaining her great love for letter writing.

We set up a new Instagram account on behalf of the ‘Dead Letters Depot’. Participants were invited to tag a picture of their letter, or drop off their letter at a Dead Letter Depot installation in independent book shops around the UK.

**We launched a digital advertising campaign directed at readers in the book’s target-market. We also targeted creative writers and paper crafters.**

A simple brief:

“Write to a best friend or partner, get back in touch with a long-lost contact, or even pen a love-letter to a favourite pet, book, or football team.
The choice is yours, just write to someone or something that fills your heart with joy!
We will pick 5 of our favourites to win a special prize that 'reunites' the author with their Great Love.”

Participants would have the chance to win a bespoke special prize based on the content of their letter:

“To an old friend” - Maybe a paid-for trip down memory lane. “To my Great Love Tottenham Hotspur” - Tickets to a match? “To my dog, Fergus” - A big hamper of doggy treats.