The Wahls Protocol Book Campaign

This was a campaign to promote a book by the amazing physicist Dr. Terry Wahls

Setup & context

Dr Terry Wahls had delivered a TEDX talk almost a decade earlier narrating how she beat a rare disease she feared will keep her paralyzed for the rest of her life. this fear pushed her to find a remedy beyond conventional medicine.. that talk went viral and caused a demand for the book, but a few years later there were multiple cases of parents who's kids had been paralyzed because they had never heard about her story, so instead of sending them a 40 minute video we launched a campaign to get emails we could use to market her book and get it into the ands of those who desperately needed it.

The challenge & problem PROCESS

The market was littered with books with false claims which raised a lot of skepticism, so we had to approach it from an emotional angle that will resonate with the target audience we wanted to reach.

Launch, impact, results

We sold more than 12000 copies with this launch, although this was no where near the numbers sold driven by her ted talk she admitted it's the closest we've come to hitting the numbers her ted talk sold.

you can read the original email here