STRATEGY

As readers, we all have our go-to genres. Whether we fall for romances again, lose ourselves in a fantasy world, or puzzle over the clues in the latest mystery, it is easy to fall into a niche. It can be hard to step out of our comfort zones to find the next favorite we never knew we would love. Penguin Teen and the #ittakestwo campaign seeks to challenge and excite readers to venture into new territory.

Through this campaign, Penguin Teen will use its various social media platforms to increase audience interaction within the Penguin Teen brand as well as across its other imprints, thus fostering a growth in its secondary and tertiary audiences.