Graham Norton's Book Club x Audible

**Audible - Graham Norton’s Book Club.**

**The Challenge:** Graham Norton was keen to ditch his showbiz jackets for a cozy cardigan with the launch of his new book club - he was keen to be seen as a intelligent and articulate author.

**The Insight:** Why do people go to book clubs? So they can gather other people’s opinions to pass off as their own. With Graham Norton, you’d have the best insight in the biz.

**The Results:**
Both initial TikTok ads were added as best-in-class examples in TikTok’s ad library. This was the early days of TikTok ads, so this was important as it showed we really understood the platform.

Our best ad outperformed TikTok’s benchmark for views by 7x.

**My Role:** I ran strategic oversight, which included the focus on lip-synching and I think the ‘gather other people’s opinions’ was my idea. I briefed the creatives and worked with TikTok, the client and media team to help bring it to life.