Case Study: Pan Macmillan grows The Gruffalo’s global audience with Distinction

Pan Macmillan boosts monthly visitors by 35,000 with Distinction

Pan Macmillan, the publisher of the iconic children's book The Gruffalo, faced the challenge of an outdated website that failed to engage its core audience of young children. The existing site lacked interactive features and did not reflect the magic of the brand, offering little for both children and adults seeking resources.

The vendor, Distinction, designed and built an immersive digital environment called The Deep Dark Woods. This mobile-first platform featured interactive games and activities that brought the brand to life. The solution resulted in a massive success, attracting an additional 35,000 monthly visitors—70% of whom were new users—from over 160 countries, with children spending over 10 minutes per session playing.

Pan Macmillan