From Red Earth: A Rwandan Story of Healing and Forgiveness
Overview
Category
Memoir & Central Africa History
Campaign Strategy
Published to coincide with the 25th anniversary of the 100-day Rwandan genocide, From Red Earth is a memoir from a survivor of the genocide. Pubvendo’s campaign strategy targeted relevant Central African expats and memoir fans with interests in international news services covering the genocide at the time.
Creative
Pubvendo’s creative leveraged available photos of the author and Rwanda, upon which Pubvendo overlaid impactful quotes from the book drawing attention to the author’s experiences and her message of forgiveness.
Audience
Pubvendo targeted an audience with interests in memoir, Central Africa, relevant Central African cities and media, international news services, and analogous female memoirists including Malala Yousafzai.
Results
Pubvendo achieved a 78.4% non-follower engagement rate at only $0.03 cost per engagement and a 2.55% click-through rate at only $0.25 cost per click, resulting in 3,000+ link-clicks to the Amazon retail page for the book.
