Riot was hired by the director of the Costa Book Awards to implement a fully-rounded PR and social media campaign for the Awards. We used creative content – competitions, influencer engagement and a lifestyle feature strand for social media, #CoffeeWith – alongside traditional awards PR tactics to engage audiences old and new, delivering key messaging that underlined the legacy of the Awards in choosing ‘books to fall in love with’. We landed 2,795 pieces of positive coverage, a 77% increase year-on-year, and secured an 11% uplift in followers across the Awards’ three social media channels. The 2021 winner, The Kids by Hannah Lowe, a poetry collection, jumped up to number 3 in Amazon’s overall Bestseller list.