Launching George Orwell's 1984 on Audible

“The best books… are those that tell you what you know already.” – George Orwell

You may know the story, but you’ve not heard it like this.

Earlier this year we had the exciting opportunity to lead an influencer marketing campaign for Audible’s new adaptation of George Orwell’s 1984. To break through the BookTok noise on TikTok and Instagram, we devised a creative strategy that would resonate with both Audible’s core audience and dedicated fans of 1984. By focusing on popular interests such as arts, DIY, and illustration, we drew inspiration from the dystopian themes of Orwell’s classic to create compelling content.

We collaborated with a talented group of visual artists on TikTok and Instagram content, resulting in bespoke artworks, installations, and illustrations that vividly brought the distinctively un-vivid world of 1984 to life. These unique pieces highlighted key plot devices whilst profoundly engaging audiences, inspiring social media users to immerse themselves in the Audible Original title. Paid media amplified these creative works, ensuring they reached target consumers, cutting through the algorithms, leaving a memorable impact and driving further traffic to Audible!