{"id":2607,"date":"2019-06-20T15:45:03","date_gmt":"2019-06-20T19:45:03","guid":{"rendered":"https:\/\/adbiblio.com\/blog\/?p=2607"},"modified":"2023-02-07T16:27:48","modified_gmt":"2023-02-07T20:27:48","slug":"the-red-scrolls-of-magic","status":"publish","type":"post","link":"https:\/\/adbiblio.com\/blog\/the-red-scrolls-of-magic\/","title":{"rendered":"AdBiblio Case Study: The Red Scrolls of Magic from Simon & Schuster"},"content":{"rendered":"\n

Happy Pride Month! We’re huge proponents of increasing diversity and representation in books and literature. So in honor of #loveislove we\u2019re sharing how we helped Simon & Schuster reach niche readers with an LGBTQ+ focus for The Red Scrolls of Magic<\/a><\/em>, from #1 New York Times<\/em> bestseller Cassandra Clare and award-winner Wesley Chu! Clare has been a pioneer of LGBTQ+ inclusion in the world of YA publishing (you can read more about that in an interview here<\/a>), and we were thrilled to help promote the newest addition to the Shadowhunters<\/em> books. <\/p>\n\n\n\n


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This YA fantasy romance is the first in the The Eldest Curses <\/em>series, and follows the adventures of gay demon-fighting warrior Alec Lightwood and his partner Magnus Bane, the openly bisexual High Warlock of Brooklyn. (Or \u201cMalec\u201d<\/em>, as fans call them!) We won\u2019t give away any spoilers, but the two met in a previous novel, and the new series gives readers a closer look into their love story, as well as all of the fantasy and adventure that comes with a Clare book. And if that isn\u2019t enough to excite you, The<\/em> Red Scrolls of Magic<\/em> is co-written with amazing sci-fi author Wesley Chu!<\/p>\n\n\n

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The foundation of the campaign included a strong groundwork of classic YA fantasy readers: YA fanatics with a strong interest in fantasy and science fiction, parents of teens, bestselling book buyers, comp authors like Sarah J. Maas and Leigh Bardugo, and fans of TV shows including Shadowhunters<\/em>, Riverdale<\/em> and The Vampire Diaries<\/em>. Because of Clare’s strong LGBTQ+ fan base, we also layered in LGBTQ+ advocates and niche keywords such as best LGBTQ books, LGBTQ fantasy fiction, LGBTQ YA books, <\/em>etc. In addition to our native and banner ad units, we also included proximity ads to reach YA fantasy fans and LGBTQ+ advocates who were inside or had recently visited indie bookstores, Barnes & Noble stores, Target, and libraries. It was the perfect combination!<\/p>\n\n\n

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The native \/ banner mix finished at a very strong .20% CTR, with the proximity campaign generating an even more impressive .26% CTR! The ads were served on top-tier sites including Buzzfeed News, NY Times, Seventeen, Teen Vogue, The Mary Sue, Bustle, io9, Den of Geek<\/em>, and AV Club<\/em> \u2013 as well as LGBTQ+ focused sites like LGBTQ Nation, Advocate, Out<\/em>, and Pink News. <\/em>Some fun facts: <\/em>the campaign performed particularly well with readers who love teen movies (.36% CTR), LGBTQ advocates (.26% CTR), fantasy and fiction readers (.4% CTR!), and fans of the TV show Orphan Black <\/em>(.28% CTR!). <\/p>\n\n\n

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If you’re ready to dive into the awesome adventures of Magnus and Alec, you can find The Red Scrolls of Magic<\/em> here!<\/a><\/strong> And if you’re looking to run an LGBTQ+ focused campaign (or any niche campaign for that matter!), we’d love to help! You can find me here –> marybeth@adbiblio.com<\/a>. Have a happy Pride Month, and let us know which LGBTQ+ books are your favorite June reads!<\/p>\n","protected":false},"excerpt":{"rendered":"

Happy Pride Month! We’re huge proponents of increasing diversity and representation in books and literature. So in honor of #loveislove we\u2019re sharing how we helped Simon & Schuster reach niche readers with an LGBTQ+ focus for The Red Scrolls of Magic, from #1 New York Times bestseller Cassandra Clare and award-winner Wesley Chu! Clare has […]<\/p>\n","protected":false},"author":5,"featured_media":2608,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,165],"tags":[121,126],"class_list":["post-2607","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","category-ya","tag-case-studies","tag-lgbtq"],"_links":{"self":[{"href":"https:\/\/adbiblio.com\/blog\/wp-json\/wp\/v2\/posts\/2607","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/adbiblio.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/adbiblio.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/adbiblio.com\/blog\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/adbiblio.com\/blog\/wp-json\/wp\/v2\/comments?post=2607"}],"version-history":[{"count":9,"href":"https:\/\/adbiblio.com\/blog\/wp-json\/wp\/v2\/posts\/2607\/revisions"}],"predecessor-version":[{"id":4235,"href":"https:\/\/adbiblio.com\/blog\/wp-json\/wp\/v2\/posts\/2607\/revisions\/4235"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/adbiblio.com\/blog\/wp-json\/wp\/v2\/media\/2608"}],"wp:attachment":[{"href":"https:\/\/adbiblio.com\/blog\/wp-json\/wp\/v2\/media?parent=2607"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/adbiblio.com\/blog\/wp-json\/wp\/v2\/categories?post=2607"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/adbiblio.com\/blog\/wp-json\/wp\/v2\/tags?post=2607"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}