17 Runs Marketing Case Study by Tim Christiansen
The Brief
I was invited by authors Olivia Chadwick and Garnet Morris to join the 17 Runs book project as their digital marketing lead. My role spans across social media management, email marketing, web development, and animated content creation—all in support of their national book launch on June 3rd 2025. Working closely with a national team, our goal has been to build authentic engagement and present the story of 17 Runs in a way that’s visually rich and emotionally compelling.
The Field Work
Content Creation
Our approach to content has been intentionally organic. We are building social media posts based on real interviews with Olivia and Garnet, allowing their voice and story to come through naturally. We are also producing a stylized animated video to introduce the book’s premise and spark interest leading up to launch.
Website
At the client’s request, we designed a highly stylized and artistic website to match the tone of the book. The layout layers illustration, story, and motion to create a dynamic, emotionally resonant experience that introduces visitors to the heart of 17 Runs.
You can view it here: https://17runs.com/
Email Campaign
We are managing the email list and actively growing it by offering the first chapter of the book for free. Through consistent, heartfelt content, we’re nurturing a growing audience of readers and supporters leading into the book’s release.
Branding
While we were given a foundational branding guide, we adapted and expanded it to better reflect the unique personality of the book. The resulting style combines structure with a creative edge, tying together the authors’ voice, the cover design, and the visual tone of their marketing.
Below is an example of our Marketing Social Media Branding Guide
Let’s Get In Touch
Howdy Ho! Have a brand that needs to find its footing on rugged terrain? Or just want to swap book recommendations? Drop me a line.
— Tim
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