Horror is thriving in publishing, and Soho Press has embraced it with Hell’s Hundred, their new horror-exclusive imprint. Inspired by SoHo’s gritty past as “Hell’s Hundred Acres,” this imprint is perfect for bringing fresh horror to fans. Last year, we helped with the imprint’s first launch, Sara Gran’s Come Closer, and we jumped at the opportunity to continue helping them reach horror readers for Stuart Neville’s new novel, Blood Like Mine.
In Blood Like Mine, Stuart Neville crafts a suspenseful story of survival as single mother Rebecca Carter and her daughter, Moonflower, flee through the Southwest to escape their dark past. Running low on supplies and haunted by deadly secrets, they’re also pursued by FBI Agent Marc Donner, who’s tracking a terrifying killer with a blood-draining method (yikes). This intense cat and mouse chase blurs the line between predator and prey, delivering edge-of-your-seat thrills till the very end. Ruth Ware, New York Times bestselling author of The Woman in Cabin 10, says the book is “Stuart Neville at his very, very best—this book grabs your heart and doesn’t let go.”
The campaign featured a mix of banner and native ads, targeting horror readers and book buyers, horror buffs who are fiction readers, and mystery, thriller and suspense readers. Additional traits and behaviors included horror TV and film influencers, Shudder subscribers, true crime enthusiasts, horror book influencers and followers, Goodreads users, and more. Comps included similar authors like Stephen King, Simone St. James, Grady Hendrix, and Paul Tremblay, and fans of movies and TV like Longlegs, Let the Right One in, Yellowjackets, and True Detective. Keywords included terms and phrases like horror fiction, serial killer fiction, most anticipated horror, subversive horror, crime fiction, and more!
The ads resonated strongly with mystery, thriller and suspense readers (0.35% CTR), horror buffs who read fiction, mystery and thrillers (.30% CTR), horror book influencers and followers (.29% CTR), and fans of mystery books and literary sleuths (.24% CTR). Overall, the campaign finished with a 0.23% CTR and a 0.54% interaction rate, and ran on popular sites such as Crime Reads, Bloody Disgusting, Den of Geek, Paste Magazine, AV Club, The New Yorker, Crime Reads, Vox, Boston Globe, and more!
Blood Like Mine is the perfect addition to your spooky bookshelf, and is just one of several creepy new titles from Soho’s new imprint. You can grab your copy and check out more about Hell’s Hundred here! And when you’re ready for your next horror or thriller book campaign, feel free to reach out to me at marybeth@adbiblio.com.
