As Audible launched Dear Ex-Friend, a highly anticipated psychological audio series, the challenge was clear: make a digital audiobook tangible and desirable on social platforms. The goal was to break out of the traditional literary launch codes and touch a broader public on social media.

We orchestrated a targeted seed-and-reveal campaign. Six creators received an intriguing, custom package inviting them to dive into the thriller's intense atmosphere right from their homes. To reach a brand-new target audience and demonstrate that listening to an audiobook can easily become part of anyone's daily routine, we purposefully handpicked lifestyle creators instead of specialized literature profiles.

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On launch day, creators shared their genuine audio experiences using cross-content formats with Audible. Instead of simple placements, creators wove the plot's tension into their own daily routines.

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Additionally, 12 creators attended the launch day event. On the night of the launch, they shared their physical immersion into the audiobook’s atmosphere and live reactions to maximize the campaign's digital echo in real-time.