Full service campaign management
St. Martin's Publishing
The Campaign
To celebrate the launch of CROWNED: Magical Folk and Fairy Tales from the Diaspora, St. Martin’s Press tapped CFG to build buzz around the book through culturally resonant, community-first storytelling on TikTok.
The Challenge
St. Martin’s wanted to authentically engage Black families and readers online, creating a moment around CROWNED that honored the beauty of the book’s stories and illustrations—while also driving visibility and conversions at retail.
The Solution
CFG partnered with five family-centered creators to reimagine stories from CROWNED through hair and makeup transformations paired with affirmations from the book. Each video served as a visual love letter to Black culture, self-expression, and storytelling.
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Collaborated with creators to translate book scenes into TikTok-native formats
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Focused on narrative, voiceover, and family participation to deepen impact
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Balanced storytelling with subtle product placement to drive discovery
Results
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286K+ organic views
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All creators exceeded average view benchmarks
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309% higher campaign performance than projected