Camilla Läckberg
Building an author brand beyond the books
From 2007 to 2022, we worked with Camilla Läckberg to build and develop her author brand – from her early breakthrough in Sweden to becoming one of the country’s most recognised crime writers.
From the beginning, the ambition was to challenge the conventions of traditional book marketing. Rather than simply promoting each new title, we created campaigns around Camilla herself, building a distinctive personality and visual world that could grow alongside her success.
Never just another author portrait
A key part of the concept was Camilla’s willingness to play with her own image. Over the years, we transformed her into everything from a mermaid and a mysterious woman from the 1940s to a ghost – and even turned her into the motif of a beach towel.
Humour, unexpected ideas and bold visual storytelling gave each new release its own character, while Camilla’s generous participation made the communication feel personal and authentic.
Fifteen years of creative collaboration
Rather than reinventing the brand from scratch with every book, we developed a long-term approach in which Camilla herself became the connecting thread. Campaigns evolved with her authorship, moving across film, outdoor, print, digital, social media, PR and in-store communication.
The unconventional approach helped turn new book releases into events that reached beyond traditional literary media and generated significant attention and engagement.
Client: Forum Bonnierförlagen
Deliverables: Brand strategy, communication concepts, campaign films, photography, PR concepts, social media, digital advertising, outdoor, print and in-store communication
Award-winning work
The campaigns proved highly successful both commercially and creatively, generating extensive PR and receiving numerous creative and communications awards in Sweden and internationally.
The fifteen-year collaboration demonstrates the value of treating an author not simply as the name on a book cover, but as a brand with a distinctive voice, personality and world.
Communication with a morbid twist
Much of the communication was built around highly targeted direct marketing and unconventional guerrilla ideas, combined with digital advertising. By taking the campaigns beyond traditional book marketing, we created unexpected encounters with the stories – generating attention, curiosity and conversation around each new release.
