The Dundurn Press BIPOC Amplifier Campaign focused on the growth of Dundurn Press’ newly launched ecommerce website through the amplification of BIPOC (Black and Indigenous people of color) author and title discoverability. With placement of Dundurn titles in traditional retail stores declining due to COVID-19 over the past two years, the goal of the campaign is twofold: 1) To get more readers to discover Dundurn authors and books, and 2) For Dundurn to actively address the lack of diversity in trade publishing. The focus of the Dundurn Press BIPOC Amplifier Campaign was to drive traffic to bespoke landing pages which offered greater breadth and depth to each author’s unique voice and experience, while ultimately exposing a greater number of potential customers to authors and books who might have otherwise not received attention from a wider demographic. Over the course of the 12-month campaign, featured pages supported by the campaign averaged 5X the pageviews received by the standard catalogue page, and elevated five BIPOC authors into the top 20 pages for 2022. For comparison, no BIPOC author appeared in the top 20 prior to this campaign’s launch.
|Digital Marketing Director:||Christopher Szczepko|
|Design Lead:||Daryl Baker|
|VP Operations (Dundurn):||Chris Houtson|