Launching a debut novel is never just about visibility. It’s about curiosity and conversation.
When The Book Affair prepared the launch of “En ganska ond man” — the debut novel by acclaimed screenwriter Robin Muhr — they wanted the book to feel discovered, not advertised.

The challenge

The book already had critical praise behind it. But attention doesn’t automatically lead to discussion.

The goal was clear:
Create organic conversations around the book in social media and make people want to know more.

The idea

Instead of pushing traditional promotion, The Book Affair opened the campaign to creators. They invited Instagram creators to interpret the book in their own way. No scripts. No forced messaging. Just honest, personal storytelling.

The setup

Campaign open to creators on Instagram

• 89 creators applied

• 7 creators were selected

Deliverables:
Feed post (image or video)
Supporting Stories

Focus:
Personal tone
Creative freedom
Curiosity over sales

The execution

Each creator approached the book differently. Some focused on the mood. Some on the characters. Some on the feeling the story left behind. The content felt native. The book became part of the creator’s world — not a placement inside it. Every post highlighted “En ganska ond man” by Robin Muhr, while staying true to the creator’s own voice.

The results

• 95,000+ total reach

• 1.2% engagement rate

• Strong interaction in comments and Stories

More importantly:
People didn’t just see the book. They talked about it.

Why it worked

Creators were trusted, not controlled. Creative freedom led to authenticity because the message stayed human and the product stayed central. No friction. No middlemen. Just creators and a story worth sharing.

The takeaway

Creators don’t replace marketing. They make it believable. If you want people to listen, let the right voices speak.