Case Study - Content-Led Campaign for a Debut Poetry Book Launch

The Opportunity

Black Cherry Art approached us with a powerful new project: a poetry book launch rooted in themes of identity, memory, and emotion.

The creative team needed visual content and a campaign framework to promote the book authentically—while elevating its aesthetic across digital channels.

Why It Mattered

Poetry launches are often niche and under-resourced. To break through, we focused on building a content ecosystem that matched the emotional tone of the work while optimizing for shareability and audience growth.

Key Challenges:

• Low-budget, high-emotion: Needed to convey depth and artistic integrity without overproducing.
• Story-first strategy: Promotion had to reflect the book’s themes, not overshadow them.
• Multi-platform visibility: Short-form video, static content, and digital storefront links all needed to work in sync.

We focused on visual storytelling as the anchor for the campaign—combining mood, typography, and voice-over to bring the book to life.

The Goal

• Produce visually compelling content to promote the poetry release.
• Drive engagement and awareness across Instagram and YouTube.
• Create a repeatable campaign structure for future creative launches.

Our Process

1. Content Planning & Campaign Design

We collaborated with the artist to storyboard key visual themes from the book. This informed both static and video content types including:

• Spoken word video trailers
• Mood-rich photography
• Micro excerpts formatted for social tiles and reels

We developed a simple but scalable rollout plan aligned with audience behavior and platform algorithms.

2. Video Production

We directed and edited the official book trailer, focusing on mood and minimalism:

• Cinematic footage layered with typography and voice-over
• Black-and-white tonal palette to reflect the emotional narrative
• Cuts designed for both widescreen and vertical crop

3. Distribution & Optimization

We worked with the artist to sequence the campaign drop across Instagram and YouTube. Each post was paired with contextual copy and optimized hashtags to extend reach. Promotional clips were also embedded on storefront and event pages.

The Result: Black Cherry Art

The campaign brought emotional depth and visual quality to the book’s debut—while helping the artist grow their audience and connect with readers in new ways.

Highlights

• 10k+ views on launch trailer across platforms
• 3x higher engagement on poetry-related content
• Increased traffic to book sales page during peak promo window
• Visual brand direction now reused across other mediums

From Page to Platform

“The visuals brought the words to life. This was the first time I felt my work had a public presence that matched its private intention.” — Black Cherry Art

See it in Action

Watch the Campaign Trailer

What we did