By Roy Sekoff

Lacks Self-Control: True Stories I Waited Until My Parents Died to Tell

Overview

Category

Humor/Memoir

Campaign Strategy

Penned by the founding editor of The Huffington Post and supported by praise from Larry David (“I’ve read worse”) and others, Pubvendo’s campaign strategy centered on fictional yearbook photos with captions adapted from stories in the book.

Creative

Pubvendo’s primary creative strategy featured fictional yearbook photos with captions adapted from stories in the book. Our secondary creative strategy featured pictures of celebrities from stories in the book (i.e. Snoop Dogg smoking weed on HuffPo Live). Expanding further on our yearbook photo strategy, we also developed custom content relevant to stories in the book (i.e. a job flyer for the “Shabat Shiksa” correlating to the eponymous chapter in the book).

Audience

Pubvendo targeted an audience interested in Arianna Huffington and The Huffington Post, celebrity endorsers including Larry David, relevant comedians and comedy brands, and, of course, memoirs.

Results

Pubvendo’s social media campaign achieved outsized audience reach due to a high engagement rate and low CPE and CPC rates, resulting in 16k+ link-clicks to the Amazon retail page.

By the Numbers

Engagement Rate

16%

Cost Per Engagement

$0.16

Click Through Rate

6.54%

Cost Per Click

$0.10

Links Clicks

16,666

Pubvendo brought my book, "Lacks Self Control," to social media life. Not only did they immediately grasp my brand of humor, they also identified and targeted an audience that would appreciate stories about Chevy Chase grabbing my balls at a funeral, Snoop Dogg smoking weed on HuffPost Live, and the time I tried to steal a soiled tissue containing Oprah Winfrey’s tears. As an author, nothing made me happier than seeing a stranger comment: ‘I just bought your book. If it’s even half as funny as your Facebook ads, I’m in for a treat!’

Roy SekoffFounding Editor of the Huffington Post
Author of Lacks Self-Control