Case Study:
Reimagining The Reader Lounge: A Relaunch for a Broader Audience
From Refresh to Record-Breaking Performance
In 2023, Penguin Random House set out to rebrand and refresh The Reader Lounge, a long-standing research community. While the program already had an established audience, the relaunch was designed to make it more inclusive, engaging, and relevant—particularly for broader and underrepresented readerships.
This cross-functional initiative united creative and strategic talent with one goal: transform The Reader Lounge into a model of modern, audience-first community building.
My Role:
Led advertising strategy for the relaunch, managing campaign development from concept to execution.
Determined platform mix and set key performance indicators (KPIs) aligned with subscription growth and cost efficiency goals.
Managed budget allocation to maximize performance while maintaining cost control.
Activated first-party audience segments for high-impact targeting across channels.
Impact:
Exceeded benchmarks for email subscriptions and cost efficiency.
Earned an extended campaign timeline and additional budget due to exceptional performance.
Established the Reader Lounge relaunch as a model for future brand initiatives across PRH.
Directly influenced the launch of The Reader Lounge 2.0 and inspired similar campaigns company-wide.