Curley Company Utilized Social and Traditional Media to Launch Book and Significantly Surpass Book Sale Goals.
Modernist Cuisine: The Art and Science of Cooking is not a traditional cookbook; it has six volumes in each set, is priced at $625 and introduces new concepts and tools to the cooking world. To launch the book and drive sales, Curley Company worked with author Nathan Myhrvold, former Chief Technology Officer of Microsoft, and managed a team of both internal and external PR professionals, to develop and implement a strategy to make Modernist Cuisine a “must-have” resource for elite chefs, cooking personalities, and consumer “foodies.”
Through traditional cookbook media, top-tier book reviews, robust social media engagement and events that included guests, such as Food and Wine Editor-in-Chief Dana Cowin, James Beard Award-winner Thomas Keller, Zagat Restaurant Survey’s Nina and Tim Zagat and host of the television show “Top Chef” Padma Lakshmi, the team generated buzz that led to an increase in sales of 75% from the initial projection for the first six months.
Curley Company started the Modernist Cuisine blog, created and shared regular content, and built an online community from the ground up (there are currently more than 250,000 supporters on Facebook and 37,000 on Twitter). Traditional publicity encompassed articles in major print publications, such as The New York Times, Washington Post, USA Today and The New Yorker and television coverage included: The Today Show, Charlie Rose and The Colbert Report.