Case Study: Mills & Boon drives 116 million media OTS with Forward Agency's "Do You Dare?" campaign

Mills & Boon - Customer Case Study

The customer Mills & Boon, an iconic romance publisher, faced the challenge of introducing its new and explicit DARE line of novels to a new generation of Australian women without relying on tired cliches. To achieve this, vendor Forward Agency developed a creative PR campaign.

Forward Agency developed a raunchy card game called 'Do You Dare?' to drive buzz for the launch. The game was seeded to media and influencers, and a digital version was made available for download. This solution resulted in 350 media features and over 116 million media OTS, including coverage in top-tier outlets like Channel 10 and News.com.au.

Mills & Boon