When the world went into lockdown, people were finding solace in other worlds and stories through books. At this time, the Ripped Bodice peaked at an impressive 750 subscribers for their book box “Read Romance Repeat”. However, post-pandemic, the business dipped down to 300 subscribers.

This is where TMG stepped in. We crafted and executed the campaign "Love Outside the Lines" to boost book box subscriptions by 20%.

Our team recognized the lack of awareness of Read Romance Repeat as part of the Ripped Bodice brand so our tech and design departments collaborated to enhance the user interface of the book subscription website. With an eye for aesthetics and functionality, our team revamped the site to an immersive experience that seamlessly aligned with The Ripped Bodice's unique charm.

While the Ripped Bodice already had a large following on both their Tik Tok and Instagram platforms, our media team wanted to offer our clients something that they couldn’t do themselves – high-production quality commercials. We created the "Stages of Love in The Ripped Bodice" social video to highlight The Ripped Bodice as more than a bookstore—it's a haven where romance is a lifestyle, fostering growth and meaningful experiences for millennials. Simultaneously, we made a creative unboxing video, showcasing the allure of the book box.

Results

The impact of the "Love Outside the Lines" campaign was substantial. The inaugural video, "Stages of Love in The Ripped Bodice," emerged as a social media sensation, amassing over 25,720 new Instagram accounts and sparking 2,485 engaging interactions. Overall, the store witnessed a remarkable 23% surge in book box subscribers since the beginning of the year, translating to an impressive $1,144 increase in revenue from new subscriptions.

In the realm of marketing, Love Outside the Lines wasn't just a campaign—it was a testament to our commitment to storytelling, audience engagement, and, ultimately, the enduring allure of romance at The Ripped Bodice.

Credits

Special thanks to The Ripped Bodice.
Created by Trojan Marketing Group

Account Manager - Martha Duff
Project Manager - Skye Lee
Project Manager - Radhika Jain
Creative Strategy - Zoe Beach
Creative Strategy - Bitiyah Asalifew
Media - Rylee Kang
Media - Diego Jose
Media - Izzy Peng
Media - Andrew Mendez
Tech - Jack Regan
Tech - Diya Pathak
Tech - Sakshi Thakar
Digital Strategy - Aastha Jani
Digital Strategy - Ashley Wong
Digital Strategy - Sarah Halper
Digital Strategy - Suvya Nagpal
Design - Priyanka Vadrevu
Design - Anoushka Buch
Design - Sophia Almendral
Design - Jay Wang