Simon & Schuster’s Cultural Campaign Success for Monica Ali’s Book

Campaign Overview

When Simon & Schuster released Love Marriage, a novel by Monica Ali, they needed a campaign that could connect with culturally relevant audiences in the U.S., specifically, South Asian readers, who actively engage with literature, lifestyle, and digital media.

To meet that need, IncrementX crafted a targeted awareness campaign focused on book lovers and culturally aligned digital consumers, helping the title reach a highly specific and engaged readership.

Simon & Schuster Objective

Objective

The primary goal was to build awareness and drive interest around the launch of Love Marriage among South Asians living in the U.S. particularly tech-savvy, well-read women aged 25 to 54. The campaign aimed to increase visibility, promote discovery, and ultimately encourage purchase intent for the novel across digital platforms.

Challenges

  • Niche Audience Focus: Reaching culturally aligned book readers within the South Asian community in the U.S.
  • Platform Relevance: Identifying lifestyle and news portals with strong female readership and literary interest.
  • Optimized Strategy: Delivering meaningful engagement in a tight flight window of just five days.
simon banner

Execution

IncrementX built a targeted banner campaign across mobile, tablet, and desktop, carefully selecting South Asian platforms known for their female readership and lifestyle appeal. Platforms were chosen based on geo-behavioral signals, interest clusters, and brand compatibility, ensuring the campaign reached exactly who it needed to.

The strategy was designed to meet audiences where they naturally engage on websites focused on culture, entertainment, fashion, and news, maximizing both visibility and resonance.

Results & Impact

Highest-Impressions

Widespread Visibility

The campaign ensured Love Marriage was seen by the right audience, across the right environments, at the right time.
Audience Alignment

Audience Alignment

Reached users who matched both the book’s cultural context and target demographic.
Culturally Aligned Engagement

Strong Engagement

The campaign sparked meaningful interactions and brand lift for Simon & Schuster in a highly focused digital space.

By aligning platform, audience, and message, IncrementX helped Simon & Schuster bridge a story with its most relevant readers. The campaign created a moment of discovery, one that placed Love Marriage directly in front of those who were most likely to relate, share, and act.