Caroline Montague
Designing a viral social media personal brand.
- Sector
- Author & Countess
- Platforms
- TikTok, Instagram
- Territory
- Global
- Period
- 16 months
- Services
- Social strategy · Content creation · Social media management · Influencer & creator campaigns
"Today Caroline has a clear, consistent presence that reflects her voice and resonates with readers worldwide."
The brief
Caroline is a British novelist celebrated for her historical fiction. She had around 5,000 Instagram followers and no TikTok presence. She had moved from manager to manager trying different approaches, but nothing stuck: content was inconsistent, growth had plateaued, and her top posts around book launches averaged 100 likes, 10 comments and no shares.
The objective
Build a personal brand that audiences would not just follow, but genuinely connect with, one that reflected the scale of her work.
The strategy
Make TikTok the focus and build Caroline’s brand around video content that would connect with #BookTok audiences globally. Her real life — the house, the writing routine, the reading — was the format, not a backdrop.
What we did
Viral video concepts positioning Caroline at the heart of the global #BookTok community; end-to-end social management from filming and editing to publishing and growth strategy; curated and negotiated high-value brand partnerships aligned with her author brand.