‘You’ve done an excellent job, and the results really speak for themselves. We’re thrilled with how well everything has come together.’
Terry Batt, Ant Middleton Team
‘Another big thanks on working on this project. It’s been great and we’re really pleased with how the campaign all came together.’
Huw Armstrong, Hodder & Stoughton
The Brief:
Midas was hired by Hodder & Stoughton to provide marketing support for the launch of Ant Middleton’s new book Military Mindset, published on 24th October. The aim was to organise a professional filming day to provide content for author and publisher and manage content output for Ant’s social platforms, launching this new book with a bang, and ultimately driving sales.
The Work:
Scripting and Question Design
The scripting and question design were crafted to not only engage Ant’s existing fan base but also to appeal to a broader audience interested in themes of personal growth and wellbeing. By selecting excerpts that resonate on universal themes of resilience, teamwork and fortitude and posing questions that inspire reflection on personal challenges and success, the content can be used to attract and inspire individuals beyond Ant’s traditional following. This approach enhances the potential for wider reach and deeper audience engagement across diverse demographics.
Locations and Setup
The filming took place in a small studio, configured for a talking-head style presentation, which allowed for a controlled environment to capture high-quality audio and visuals. Additionally, we captured Ant recording his audiobook, providing a behind-the-scenes look at the process. Because the industrial estate’s outdoor environment was not ideal, we captured B-roll footage, in the studio.
Content Utilization
The content has been captured with muti-channel use in mind with clips ranging from 30 seconds to around 4 minutes. For future content creation, there’s ample footage for creating engaging clips that combine Ant’s piece to camera, B-roll, and stock footage.
Asset Creation and Suggested Content
Midas created a series of assets for Ant’s social platforms. The aim of each asset was to highlight primary elements of Military Mindset including condensed chapter breakdowns and quotes. A content calendar was offered to Ant’s team with assets and captions for X, Instagram and Facebook. Midas also offered captions for content captured by Ant’s team during the audiobook recording and alongside professionally filmed content.
The Results:
Midas produced content for immediate social media use and additional footage for future content creation.
Content Captured:
Midas successfully produced a total of 54 pieces of content, including B-roll. The filming session covered a diverse range of content needs:
- Introduction to “Military Mindset” Video
- Launch Announcement Video
- General Promotional Video
- Christmas/Holiday Season Advert
- Multiple Retailer Adverts
- Various iterations of the Main Book Marketing Content Video
- B-roll capturing Ant
These segments were carefully crafted to feature Ant discussing key aspects of his book, delivering chapter excerpts, and sharing personal anecdotes that underline the themes of resilience and leadership.
Edited and Ready-to-Publish Content:
Specific pieces of content were fully edited and prepared for immediate release, including:
- Launch Announcement
- Book Marketing
- Book Quotes and Readings
- Seasonal Marketing
Captivating Content:
Midas created over 20 pieces of content, with captions, for Ant’s team to share to his social platforms with a total engagement of 18,000 across Instagram, Facebook and X.
This campaign was led by Yolanda Copes-Stepney, Stephen Dumughn and Maddie Dunne Kirby